http://dx.doi.org/10.1007/s11747-011-0285-y">
 

Document Type

Journal Article

Department/Unit

Department of Marketing

Title

Achieving brand loyalty through sponsorship: The role of fit and self-congruity

Language

English

Abstract

Managers increasingly seek to develop brand loyalty through sponsorship activities, though this relationship has not been solidly established. This article models and demonstrates the impact of sponsorship on brand loyalty. The studied concepts and relationships emerge from both the sponsorship and consumer-brand relationship literature. The experimental design relies on before and after measurements and multiple exposures to the sponsorship. Thus this study demonstrates that sponsorship exposure has a positive impact on brand affect, brand trust, and brand loyalty. The change in brand loyalty from before to after sponsorship exposure reflects two persuasion processes. First, self-congruity with an event enhances brand loyalty through event and brand affect. Second, perceived fit between the event and the brand has a positive effect on brand affect, through attitude toward the sponsorship, and on brand trust, such that it ultimately influences brand loyalty. Brand affect is identified as an important mediator of sponsorship effects. © 2011 Academy of Marketing Science.

Keywords

Brand affect, Brand loyalty, Brand trust, Fit, Self-congruity, Sponsorship

Publication Date

2012

Source Publication Title

Journal of the Academy of Marketing Science

Volume

40

Issue

6

Start Page

807

End Page

820

Publisher

Springer Verlag

ISSN (print)

00920703

ISSN (electronic)

15527824

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