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

References

• Aaker, D.A. & Keller, K.L. (1990) Consumer evaluations of brand extensions. Journal of Marketing, 54, 27–41.
   Google Scholar
• Bainbridge, J. (2001) Brand fit is crucial to the success of cause related ties. Marketing, 3 May, 21.
   Google Scholar
• Barone, M.J., Norman, A.T. & Miyazaki, A.D. (2007) Consumer response to retailer use of cause-related marketing: is more fit better? Journal of Retailing, 83(4), 437–445.
   Google Scholar
• Boush, D.M. (1993) Brands as categories, in Aaker, D.A. & Biel, A.L. (eds) Brand Equity and Advertising: Advertising’s Role in Building Strong Brands. Hillsdale, NJ: Erlbaum, 299–312.
   Google Scholar
• Boush, D.M. & Loken, B. (1991) A process-tracing study of brand extension evaluation. Journal of Marketing Research, 28, 16–28.
   Google Scholar
• Chang, D. & Ko, E. (2012) Increasing the impact of sponsorship on brands and reputation. International Journal of Advertising, 31(1), 12–14.
   Google Scholar
• Coppetti, C., Wentzel, D., Tomczak, T. & Henkel, S. (2009) Improving incongruent sponsorship through articulation of the sponsorship and audience participation. Journal of Marketing Communication, 15(1), 17–34.
   Google Scholar
• Cornwell, T.B. & Maignan, I. (1998) An international review of sponsorship research. Journal of Advertising, 27(1), 1–21.
   Google Scholar
• Cornwell, T.B., Humphreys, M.S., Maguire, A.M., Weeks, C.S. & Tellegen, C.L. (2006) Sponsorship-linked marketing: the role of articulation in memory. Journal of Consumer Research, 33(3), 312–321.
   Google Scholar
• Crimmins, H. & Horn, M. (1996) Sponsorship: from management ego trip to marketing success. Journal of Advertising Research, 36(4), 11–21.
   Google Scholar
• Drumwright, M.F. (1996) Company advertising with a social dimension: the role of noneconomic criteria. Journal of Marketing, 60(October), 72–87.
   Google Scholar
• Fein, S., Hilton, J.L. & Miller, D.T. (1990) Suspicion of ulterior motivation and the correspondence bias. Journal of Personality and Social Psychology, 58(3), 753–764.
   Google Scholar
• Gray, R. (2000) Developing a tight fit is crucial to CRM. Marketing, 4 May, 37–38.Grohs, R., Wagner, U. & Vsetecka, S. (2004) Assessing the effectiveness of sport sponsorships – an empirical examination. Schmalenbach Business Review, 56, 119–138.
   Google Scholar
• Groza, M.D., Cobbs, J. & Schaefers, T. (2012) Managing a sponsored brand: the importance of sponsorship portfolio congruence. International Journal of Advertising, 31(1), 63–84.
   Google Scholar
• Gwinner, K. (1997) A model of image creation and image transfer in event sponsorship. International Marketing Review, 14(3), 145–158.
   Google Scholar
• Gwinner, K. & Eaton, J. (1999) Building brand image through event sponsorship: the role of image transfer. Journal of Advertising, 28(4), 47–57.
   Google Scholar
• Hastie, R. (1984) Causes and effects of causal attribution. Journal of Personality and Social Psychology, 46(1), 44–56.
   Google Scholar
• Herrmann, J., Walliser, B. & Kacha, M. (2011) Consumer consideration of sponsor brands they do not remember: taking a wider look at the memorisation effects of sponsorship. International Journal of Advertising, 30(2), 259–281.
   Google Scholar
• Johar, G.V. & Pham, M.T. (1999) Relatedness, prominence and constructive sponsor identification. Journal of Marketing Research, 36, 299–312.
   Google Scholar
• Keller, K.L. & Aaker, D.A. (1992) The effects of sequential introduction of brand extensions. Journal of Marketing Research, 29(1), 35–50.
   Google Scholar
• Kim, S.H. (2006) Ambush marketing seeking for sponsorship effect. Sports Science, 95(Summer), 21–28.
   Google Scholar
• Ku, Y.H. & Shim, J.C. (2007) World Cup sponsorship and ambush marketing: a case study on corporate PR in KTF. Journal of Public Relations Research, 11(1), 141–184.
   Google Scholar
• Madrigal, R. (2000) The influence of social alliances with sports teams on intentions to purchase corporate sponsors’ products. Journal of Advertising, 29(4), 13–24.
   Google Scholar
• Marshall, D.W. & Cook, G. (1992) The corporate sponsor. International Journal of Advertising,11(4), 307–324.
   Google Scholar
• Masterson, R. (2005) The importance of creative match in television sponsorship. International Journal of Advertising, 24(4), 505–526.
   Google Scholar
• McCracken, G. (1989) Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310–321.
   Google Scholar
• Ohmynews (2006) SKT’s soccer sponsorship. Available online at http://www.ohmynews.com/NWS_Web/View/at_pg.aspx?CNTN_CD=A0000307900 (accessed 1 February 2011).
   Google Scholar
• Rifon, N.J., Choi, S.M, Trimble, C.S. & Li, H. (2004) Congruence effects in sponsorship.Journal of Advertising, 33(1), 29–42.
   Google Scholar
• Ruth, J.A. & Simonin, B.L. (2003) ‘Brought to you by Brand A and Brand B’: investigating multiple sponsors’ influence on consumer attitudes toward sponsorship events. Journal of Advertising, 32(3), 19–30.
   Google Scholar
• Sandler, D.M. & Shani, D. (1989) Olympic sponsorship vs ambush marketing: who gets the gold? Journal of Advertising Research, 29(1), 9–14.
   Google Scholar
• Schaaf, P. (1995) Sports Marketing: It’s Not Just A Game Anymore. Amherst, New York: Prometheus Books.
   Google Scholar
• Simmons, C.J. & Becker-Olsen, K.L. (2006) Achieving marketing objectives through social sponsorships. Journal of Marketing, 70(October), 154–169.
   Google Scholar
• Speed, R. & Thompson, P. (2000) Determinants of sports sponsorship response. Journal of Marketing Science, 28(2), 226–238.
   Google Scholar
• Stipp, H. (1998) The impact of Olympic sponsorship on corporate image. International Journal of Advertising, 17(1), 75–87.
   Google Scholar
• Stipp, H. & Schiavone, N.P. (1996) Modeling the impact of Olympic sponsorship on corporate image. Journal of Advertising Research, 36(4), 22–27.
   Google Scholar
• Webb, D.J. & Mohr, L.A. (1998) A typology of consumer responses to cause-related marketing: from skeptics to socially concerned. Journal of Public Policy & Marketing, 17(2), 226–238.
   Google Scholar
• Zdravkovic, S. & Till, B.D. (2012) Enhancing brand image via sponsorship: strength of association effects. International Journal of Advertising, 31(1), 113–132.
   Google Scholar