Improving fit perceptions for an incongruent sponsorship: Associating a sports property to a brand via analogical articulation

Robert Madrigal and Jesse King

Journal of Business Research, 2021, vol. 124, issue C, 731-738

Abstract: Brands frequently sponsor properties that they do not naturally align with. In such cases, the brand must articulate how it is related to the property. The use of analogy is one way to do this. Two elements necessary to resolve an analogy are analogical mapping and memory retrieval of information relevant to both the source (i.e., property) and target (i.e., brand). Our research expands on previous work by testing whether analogical articulations of incongruent sponsorships do in fact rely on analogical reasoning. Toward this end, we compare the effectiveness of analogical articulations to two tasks designed to stimulate associative thinking: analogical mapping (study 1) and memory retrieval (study 2). Our results indicate that the tasks and analogical articulations each provide equivalent improvements in fit relative to control groups shown only an unarticulated incongruent sponsorship. We conclude that analogical articulations engage analogical reasoning to improve fit perceptions for incongruent sponsorships.

Keywords: Analogical reasoning; Sponsorship; Articulation; Congruence (i.e., fit) (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:124:y:2021:i:c:p:731-738

DOI: 10.1016/j.jbusres.2018.12.001

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