Managing a Sponsored Brand: The Importance of Sponsorship Portfolio Congruence

Mark D. Groza, Joe Cobbs, Tobias Schaefers

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

The congruence or fit between a sponsored brand and sponsoring firm is a central tenet of sponsorship research. The influence of such congruence on the sponsored brand however, has received scant attention. This question is important because the strength of a sponsored organisation’s brand equity is the basis for many sponsorship alliances. The two experiments undertaken in this paper empirically evaluate the dynamic effect sponsor portfolio congruence has on perceptions of the sponsored organisation’s brand equity. The results of Study 1 indicate sponsor incongruence is particularly detrimental to the brand equity of the sponsored organisation at the title sponsor level. Study 2 shows this adverse effect can be attenuated by increasing the number of congruent sponsors at the presenting level. The second study also provides support for nationality as a salient congruence dimension in an international sporting context. Implications of these findings are discussed.
Original languageEnglish
JournalInternational Journal of Advertising
Volume31
Issue number1
Pages (from-to)63-84
Number of pages22
ISSN0265-0487
DOIs
Publication statusPublished - 2012
Externally publishedYes

Cite this

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abstract = "The congruence or fit between a sponsored brand and sponsoring firm is a central tenet of sponsorship research. The influence of such congruence on the sponsored brand however, has received scant attention. This question is important because the strength of a sponsored organisation’s brand equity is the basis for many sponsorship alliances. The two experiments undertaken in this paper empirically evaluate the dynamic effect sponsor portfolio congruence has on perceptions of the sponsored organisation’s brand equity. The results of Study 1 indicate sponsor incongruence is particularly detrimental to the brand equity of the sponsored organisation at the title sponsor level. Study 2 shows this adverse effect can be attenuated by increasing the number of congruent sponsors at the presenting level. The second study also provides support for nationality as a salient congruence dimension in an international sporting context. Implications of these findings are discussed.",
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Managing a Sponsored Brand : The Importance of Sponsorship Portfolio Congruence. / Groza, Mark D.; Cobbs, Joe; Schaefers, Tobias.

In: International Journal of Advertising, Vol. 31, No. 1, 2012, p. 63-84.

Research output: Contribution to journalJournal articleResearchpeer-review

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