When Do Social Sponsorships Enhance Or Dilute Equity? Fit, Message Source, and the Persistence of Effects

By Karen L. Becker-Olsen, Carolyn J. Simmons. 2002

149 citations recorded by the source corpus.

How researchers see this paper

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

Birds of a feather flock together…definition, role and measure of congruence: An application to sponsorship (2007, background): “This was further confirmed by Becker-Olsen and Simmons (2002). However, it is also conceivable that a more complex relationship exists between congruence and effectiveness, such that a certain degree of incongruence may enhance consumers’ response to sponsorship, and in particular their attitudes to”
Sponsorship congruence and brand image (2012, background): “However, in these studies congruence is either not analyzed (Pitts and Slattery 2004), or seen as a constant variable over time (Becker-Olsen and Simmons 2002; Grohs et al. 2004; Simmons and Becker-Olsen 2006).”
The Impact of Brand Cohesiveness and Sport Identification on Brand Fit in a Sponsorship Context (2008, background): “Furthermore, if an individual perceives sponsor and event to be highly related and they view the event in a positive manner, then it is much more likely that they will exhibit positive sentiment toward the sponsor of the event (Becker-Olsen, 2003; Becker-Olsen & Simmons, 2002; Harvey, 2001).”
Sponsor and Sponsees Interactions: Effects on Consumers’ Perceptions of Brand Image, Brand Attachment, and Purchasing Intention (2009, unknown): “Other research by Becker-Olsen and Simmons (2002)”