Sponsor memorization: The influence of sponsorship congruence re-examined from an encoding flexibility perspective

Abstract

Most prior studies obtained that a congruent sponsorship leads to higher sponsor awareness. The experiment conducted here shows that a brand is better identified following an incongruent sponsorship. Moreover, when the opportunity to process the sponsorship is low, the competitors of incongruent sponsors are also harder to identify.

Keywords

awareness brand identification cognitive resources congruence implicit memory sponsorship

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