Sponsorship congruence and brand image

By David M. Woisetschläger, Manuel Michaelis. 2012

93 citations recorded by the source corpus.

Subfields: Applied Psychology, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/836f069555d8303e8d1acb49c09c71f5b4cb5f63

How researchers see this paper

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

In Applied Psychology

1. Carlos Flavián
2. Daniel Belanche

In Marketing

1. Daniel Belanche
2. Carlos Flavián
3. Luis Vicente Casaló
4. Jeroen J. L. Schepers

In Sociology and Political Science

1. Daniel Belanche
2. Carlos Flavián
3. Alfredo Pérez-Rueda
4. Luis Vicente Casaló

Citations in the corpus

• Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Ads (2017, background): “When cues are less stimulating, incongruence can activate the processing of new information (Woisetschläger and Michaelis 2012) and motivate favorable evaluations and attitudes (Jagre, Watson, and Watson 2001), such that low-arousal ads may achieve greater effectiveness than they would in a…”