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

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  • Madrigal, Robert
  • King, Jesse

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.

Suggested Citation

  • Madrigal, Robert & King, Jesse, 2021. "Improving fit perceptions for an incongruent sponsorship: Associating a sports property to a brand via analogical articulation," Journal of Business Research, Elsevier, vol. 124(C), pages 731-738.
    • Handle: RePEc:eee:jbrese:v:124:y:2021:i:c:p:731-738
    DOI: 10.1016/j.jbusres.2018.12.001
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    References listed on IDEAS

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    1. T. Bettina Cornwell & Michael S. Humphreys & Angela M. Maguire & Clinton S. Weeks & Cassandra L. Tellegen, 2006. "Sponsorship-Linked Marketing: The Role of Articulation in Memory," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(3), pages 312-321, November.
    2. MacInnis, Deborah J & Price, Linda L, 1987. "The Role of Imagery in Information Processing: Review and Extensions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(4), pages 473-491, March.
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