Sponsorship and Congruity Theory: a Theoretical Framework For Explaining Consumer Attitude and Recall of Event Sponsorship

By Emma Jagre, J. J. Watson, J. Watson. 2001

155 citations recorded by the source corpus.

View Paper: https://www.semanticscholar.org/paper/10457078795fa4e9f9301dbc9f8b89f3a16eadf6

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

1. Erik L. Olson
2. R. Moore
3. Hans Mathias Thjømøe
4. C. Stammerjohan
5. Robin A. Coulter
6. C. Breuer
7. T.J.L. (Thomas) van Rompay
8. Shabnam H. A. Zanjani

Citations in the corpus

• Explaining and Articulating the Fit Construct in Sponsorship (2011, background): “Although fit has been shown to be an important predictor of sponsorship effects, little research has examined how people exposed to sponsorships form their judgments of overall fit ( Jagre, Watson, and Watson 2001; Rifon et al. 2004).”
• BANNER ADVERTISER-WEB SITE CONTEXT CONGRUITY AND COLOR EFFECTS ON ATTENTION AND ATTITUDES (2005, background): “Consistent with this perspective, numerous researchers have hypothesized an inverted-U relation between congruency and attitudes, with more positive attitudes associated with moderate levels of congruency (e.g., Heckler and Childers 1992; Jagre, Watson, and Watson 2001; Lane 2000).”