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International Journal of Advertising
The Review of Marketing Communications
Volume 32, 2013 - Issue 2
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Articles

The effectiveness of image congruence and the moderating effects of sponsor motive and cheering event fit in sponsorship

Pages 301-317 | Published online: 07 Jan 2015

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Read on this site (14)

Morteza Abolhasani & Zahra Golrokhi. (2022) Eat to the Beat: Musical Incongruity Resolution in Restaurant Advertising. Journal of International Consumer Marketing 34:5, pages 567-591.
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Mobin Fatma & Imran Khan. (2022) An investigation of consumer evaluation of authenticity of their company's CSR engagement. Total Quality Management & Business Excellence 33:1-2, pages 55-72.
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Alfredo Silva. (2020) Fans identification: the bright side of football sponsorship effectiveness. Journal of Sport & Tourism 24:4, pages 251-267.
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Amy O’Connor & Michelle Shumate. (2018) A Multidimensional Network Approach to Strategic Communication. International Journal of Strategic Communication 12:4, pages 399-416.
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Yaniv Gvili, Shalom Levy & Moty Zwilling. (2018) The sweet smell of advertising: the essence of matching scents with other ad cues. International Journal of Advertising 37:4, pages 568-590.
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Yukyoum Kim, Robert D. Smith & Dae Hee Kwak. (2018) Feelings of gratitude: a mechanism for consumer reciprocity. European Sport Management Quarterly 18:3, pages 307-329.
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Georgios Halkias & Flora Kokkinaki. (2017) Schema strength, processing opportunity, and the rewarding nature of incongruity resolution in advertising. International Journal of Advertising 36:3, pages 415-438.
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Yann Verhellen, Jiska Eelen, Nathalie Dens & Patrick De Pelsmacker. (2016) The short- and long-term impact of brand placement in an advertiser-funded TV program on viewers' attitudes toward the sponsor brand and its main competitor. International Journal of Advertising 35:6, pages 932-948.
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Jin Kyun Lee, Taesoo Ahn & Ki-Young Lee. (2016) Exploring the impact of country-of-origin fit and team identification in sports brand evaluation. European Sport Management Quarterly 16:4, pages 413-432.
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Eunseon (Penny) Kwon, S. Ratneshwar & Eunjin (Anna) Kim. (2016) Brand Image Congruence Through Sponsorship of Sporting Events: A Reinquiry of Gwinner and Eaton (1999). Journal of Advertising 45:1, pages 130-138.
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Martina Infanger & Sabine Sczesny. (2015) Communion-over-Agency Effects on Advertising Effectiveness. International Journal of Advertising 34:2, pages 285-306.
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Rachel Esther Lim & Ji Mi Hong. Is unfit CSR novel? Exploring the impact of CSR knowledge, brand–cause fit, and perceived novelty on consumer response. International Journal of Advertising 0:0, pages 1-31.
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Articles from other publishers (19)

Arpita Agnihotri & Saurabh Bhattacharya. (2021) CSR fit and organizational attractiveness for job applicants. International Journal of Organizational Analysis 30:6, pages 1712-1727.
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Aner Tal, Yaniv Gvili & Moty Amar. (2021) To protect and support: Why would consumers find foods tastier if these foods help support a desired self‐identity. Psychology & Marketing 39:4, pages 701-714.
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Wei Li, Yushi Jiang, Miao Miao, Qing Yan & Fan He. (2021) Image congruence and visual object structure of anthropomorphic advertisement-eye movement research based on self-construct. Journal of Contemporary Marketing Science 4:2, pages 260-279.
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Sara Shoffner, Mark Slavich & Gi-Yong Koo. (2020) New jerseys: exploring the influence of NBA team jersey sponsorships on teams and sponsors. International Journal of Sports Marketing and Sponsorship 22:4, pages 633-651.
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Morteza Abolhasani, Steve Oakes & Zahra Golrokhi. 2021. Advances in Advertising Research (Vol. XI). Advances in Advertising Research (Vol. XI) 183 193 .
Rune Bjerke & Erlend Kirkesaether. (2020) How Should Sponsorship Activation Work? A Sports Event and Athlete-Based Brand Building Framework (SEA-BB) Capturing an Internal and External Route. Event Management 24:6, pages 711-733.
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Alena Kirchenbauer. (2020) The concept of integrated communication under close scrutiny: A study on the effects of congruity-based tactics. Communications 45:3, pages 363-377.
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Alfredo Silva & José Manuel Cristóvão Veríssimo. (2020) From fans to buyers: antecedents of sponsor's products purchase intention. International Journal of Sports Marketing and Sponsorship 21:3, pages 449-466.
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Gert Human, Benedikt Hirschfelder & Jacques Nel. (2018) The effect of content marketing on sponsorship favorability. International Journal of Emerging Markets 13:5, pages 1233-1250.
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Ana Brochado, Pedro Dionísio & Maria Carmo Leal. (2018) Sponsoring the football national team. Journal of Business & Industrial Marketing 33:5, pages 625-637.
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Giulio Toscani & Gerard Prendergast. (2018) Sponsees: the silent side of sponsorship research. Marketing Intelligence & Planning 36:3, pages 396-408.
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Jyh-Jeng Wu, Junne-Ning Hwang, Oyundelger Sharkhuu & Batdelger Tsogt-Ochir. (2018) Shopping online and off-line? Complementary service quality and image congruence. Asia Pacific Management Review 23:1, pages 30-36.
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Woo-Young Lee, Youngjin Hur, Dae Yeon Kim & Christopher Brigham. (2017) The effect of endorsement and congruence on banner ads on sports websites. International Journal of Sports Marketing and Sponsorship 18:3, pages 263-280.
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Grzegorz Zasuwa. (2017) The Role of Company-Cause Fit and Company Involvement in Consumer Responses to CSR Initiatives: A Meta-Analytic Review. Sustainability 9:6, pages 1016.
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Menno D. T. de Jong & Mark van der Meer. (2015) How Does It Fit? Exploring the Congruence Between Organizations and Their Corporate Social Responsibility (CSR) Activities. Journal of Business Ethics 143:1, pages 71-83.
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Anesh Sthapita, Hwang Yun-yong & Gin-Young Jo. (2017) Communicating Responsible Luxury Brand: The Role of Luxury-CSR Fit and Dispositional Consensus on Brand Evaluation. Journal of Distribution Science 15:2, pages 7-14.
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Maximilian Stieler & Claas Christian Germelmann. (2016) The ties that bind us: feelings of social connectedness in socio-emotional experiences. Journal of Consumer Marketing 33:6, pages 397-407.
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Uli Gleich. 2016. Handbuch Werbeforschung. Handbuch Werbeforschung 353 371 .
Shiro Yamaguchi. (2015) Sponsor Fit at Sporting Events. Japanese Journal of Sport Management 7:1, pages 3-22.
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