CONGRUENCE EFFECTS IN SPONSORSHIP: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive

By Nora J. Rifon, Sejung Marina Choi, C. Trimble, Hairong Li. 2004

1,029 citations recorded by the source corpus.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/30eaa0da045ee488229668da2f4c41e4b8b3faa4

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Citations in the corpus

When social media influencers endorse brands: the effects of self-influencer congruence, parasocial identification, and perceived endorser motive (2019, background): “…which assumes that individuals make causal inferences of other’s behaviors by attributing beliefs, perceptions, and intentions (Kelley 1972), perceived endorser motive refers to consumers’ causal inferences or beliefs about why a celebrity or a spokesperson promotes a product (Rifon et al. 2004).”
Do Employee Citizenship Behaviors Lead to Customer Citizenship Behaviors? The Roles of Dual Identification and Service Climate (2017, methodology): “In services contexts, we expect that the service climate could act as a salient environmental cue that helps convey the company’s core values, so it should trigger and influence customers’ inferred motives for employees’ citizenship behaviors (Rifon et al. 2004).”
Consumer Receptivity to Green Ads (2012, background): “Several studies have found that ad credibility positively influences brand attitudes (MacKenzie and Lutz 1989; Rifon et al. 2004); consequently, we propose: Hypothesis 2a: Strong ad claims will create more positive attitudes toward the ad than weak green ad claims.”
Perceived Congruence and Incongruence: Toward a Clarification of the Concept, its Formation and Measure (2011, background): “, Sirgy M.J. and St-James V. (2006), Upscale image transfer from malls to stores: a self-image congruence explanation, Journal of Business Research, 59, 12, 1288-1296.”
Doing Right Leads to Doing Well: When the Type of CSR and Reputation Interact to Affect Consumer Evaluations of the Firm (2012, background): “…there is an established line of research on the effect of sponsorship on brand awareness (e.g., Cornwell and Coote 2005; Gwinner and Swanson 2003; Rifon et al. 2004), brand image (Meenaghan and Shipley 1999), and brand association (Polonsky and Speed 2001), Gwinner and Bennett (2008) state that…”
Dimensions of effective CSR communication based on public expectations (2018, background): “lics and negative public attributions of a company’s CSR motives (Dawkins 2004; Morsing and Schultz 2006; Rifon et al. 2004; Stoll 2002).”
To Do Well by Doing Good: Improving Corporate Image Through Cause-Related Marketing (2012, background): “Existing research into the impact of cause choice on corporate image is limited largely to discussions of the organization–cause fit and its apparent importance with regard to positive consumer attitudes toward the organization (Gupta and Pirsch 2006; Trimble and Rifon 2006), improved brand recall (”