Improved Articulation of Incongruent Sponsor–Property Partnerships Using Analogy

in Journal of Sport Management
Restricted access

Purchase article

USD $24.95

Student 1 year subscription

USD $84.00

1 year subscription

USD $111.00

Student 2 year subscription

USD $159.00

2 year subscription

USD $208.00

Sport managers are often faced with a situation where they must activate an incongruent sponsorship in which the fit between a sponsor and property is not self-evident. Existing research has shown that consumers’ perceptions of fit enhance a sponsorship’s effectiveness. Therefore, the challenge is to explain how an otherwise incongruent sponsor and property are related to one another. The current research addresses this problem and considers analogy as a means for articulating an incongruent sponsorship. We find that analogical articulation offers distinct advantages over a more common method of articulating a sponsorship by describing how a property and sponsor’s consumer base overlap.

King is with the Goddard School of Business and Economics, Weber State University, Ogden, UT. Madrigal is with California State University, Chico, CA.

Address author correspondence to Jesse King at jesseking@weber.edu.
Journal of Sport Management

Article Sections

References

  • Becker-OlsenK. & SimmonsC.J. (2002). When do social sponsorships enhance or dilute equity? Fit, message source, and the persistence of effects. In S.M. Broniarczyk & K. Nakamoto (Eds.) Advances in consumer research (Vol. 29 pp. 287289). Provo, UT: Association for Consumer Research.

    • Search Google Scholar
    • Export Citation
  • BowdenE.M.Jung-BeemanM.FleckJ. & KouniosJ. (2005). New approaches to demystifying insight. Trends in Cognitive Sciences 9(7) 322328. PubMed ID: 15953756 doi:10.1016/j.tics.2005.05.012

    • Search Google Scholar
    • Export Citation
  • BreuerC. & RumpfC. (2012). The viewer’s reception and processing of sponsorship information in sport telecasts. Journal of Sport Management 26(6) 521531. doi:10.1123/jsm.26.6.521

    • Search Google Scholar
    • Export Citation
  • CoppettiC.WentzelD.TomczakT. & HenkelS. (2009). Improving incongruent sponsorships through articulation of the sponsorship and audience participation. Journal of Marketing Communications 15(1) 1734. doi:10.1080/13527260802012788

    • Search Google Scholar
    • Export Citation
  • CornwellB.HumphreysM.MaguireA.WeeksC. & TellegenC. (2006). Sponsorship-linked marketing: The role of articulation in memory. Journal of Consumer Research 33(3) 312321. doi:10.1086/508436

    • Search Google Scholar
    • Export Citation
  • CornwellB. & MaignanI. (1998). An international review of sponsorship research. Journal of Advertising 27(1) 121. doi:10.1080/00913367.1998.10673539

    • Search Google Scholar
    • Export Citation
  • CornwellB.PruittS. & Van NessR. (2001). An exploratory analysis of the value of winning in motorsports: Sponsorship-linked marketing and shareholder wealth. Journal of Advertising Research 41(1) 1731. doi:10.2501/JAR-41-1-17-31

    • Search Google Scholar
    • Export Citation
  • CornwellB.WeeksC. & RoyD. (2005). Sponsorship-linked marketing: Opening the black box. Journal of Advertising 34(2) 2142. doi:10.1080/00913367.2005.10639194

    • Search Google Scholar
    • Export Citation
  • FauconnierG. & TurnerM. (1998). Conceptual integration networks. Cognitive Science 22(2) 133187. doi:10.1207/s15516709cog2202_1

    • Search Google Scholar
    • Export Citation
  • GentnerD. & MarkmanA.B. (1997). Structural alignment in analogy and similarity. American Psychologist 52(1) 4556. doi:10.1037/0003-066X.52.1.45

    • Search Google Scholar
    • Export Citation
  • GreenA.E.KraemerD.J.M.FugelsangJ.A. & GrayJ.R. (2012). Neural correlates of creativity in analogical reasoning. Journal of Experimental Psychology: Learning Memory and Cognition 38(2) 264272. PubMed ID: 22103784 doi:10.1037/a0025764

    • Search Google Scholar
    • Export Citation
  • GrohsR. (2016). Drivers of brand image improvement in sports-event sponsorship. International Journal of Advertising 35(3) 391420. doi:10.1080/02650487.2015.1083070

    • Search Google Scholar
    • Export Citation
  • GrohsR.WagnerU.M. & VseteckaS. (2004). Assessing the effectiveness of sport sponsorships-an empirical examination. Schmalenbach Business Review 5(2) 119138. doi:10.1007/BF03396689

    • Search Google Scholar
    • Export Citation
  • GwinnerK.P. & EatonJ. (1999). Building brand image through event sponsorship: The role of image transfer. Journal of Advertising 28(4) 4757. doi:10.1080/00913367.1999.10673595

    • Search Google Scholar
    • Export Citation
  • HayesA.F. (2013). Introduction to mediation moderation and conditional process analysis. New York, NY: The Guilford Press.

  • HofstadterD.R. (1995). Fluid concepts and creative analogies: Computer models of the fundamental mechanisms of thought. New York, NY: Basic Books.

    • Search Google Scholar
    • Export Citation
  • HolyoakK.J. (2012). Analogy and relational reasoning. In K.J. Holyoak & R.G. Morrison (Eds.) The Oxford handbook of thinking and reasoning (pp. 234259). New York, NY: Oxford University Press.

    • Search Google Scholar
    • Export Citation
  • HolyoakK.J. & ThagardP. (1989). Analogical mapping by constraint satisfaction. Cognitive Science 13(3) 295355. doi:10.1207/s15516709cog1303_1

    • Search Google Scholar
    • Export Citation
  • HolyoakK.J. & ThagardP. (1995). Mental leaps: Analogy in creative thought. Cambridge, MA: MIT Press.

  • HolyoakK.J. & ThagardP. (1997). The analogical mind. American Psychologist 52(1) 3544. PubMed ID: 9017931 doi:10.1037/0003-066X.52.1.35.

    • Search Google Scholar
    • Export Citation
  • HuntR.R. & EinsteinG.O. (1981). Relational and item-specific information in memory. Journal of Verbal Learning and Verbal Behavior 20(5) 497514. doi:10.1016/S0022-5371(81)90138-9

    • Search Google Scholar
    • Export Citation
  • JoharG.V. & PhamM.T. (1999). Relatedness, prominence, and constructive sponsor identification. Journal of Marketing Research 36(3) 299312. doi:10.2307/3152078

    • Search Google Scholar
    • Export Citation
  • Johnson-LairdP.N. (1989). Analogy and the exercise of creativity. In S. Vosniadou & A. Ortony (Eds.) Similarity and analogical reasoning (pp. 313331). New York, NY: Cambridge University Press.

    • Search Google Scholar
    • Export Citation
  • KimY.LeeH.-W.MagnusenM. & KimM. (2015). Factors influencing sponsorship effectiveness: A meta-analytic review and research synthesis. Journal of Sport Management 29(4) 408425. doi:10.1123/jsm.2014-0056

    • Search Google Scholar
    • Export Citation
  • KouniosJ. & BeemanM. (2009). The AHA! moment: The cognitive neuroscience of insight. Current Directions in Psychological Science 18(4) 210216. doi:10.1111/j.1467-8721.2009.01638.x

    • Search Google Scholar
    • Export Citation
  • KwonE.RatneshwarS. & KimE. (2016). Brand image congruence through sponsorship of sporting events: A reinquiry of Gwinner and Eaton (1999). Journal of Advertising 45(1) 130138. doi:10.1080/00913367.2015.1089427

    • Search Google Scholar
    • Export Citation
  • MohantyP.P. & RatneshwarS. (2015). Did you get it? Factors influencing subjective comprehension of visual metaphors in advertising. Journal of Advertising 44(3) 232242. doi:10.1080/00913367.2014.967424

    • Search Google Scholar
    • Export Citation
  • OlsonE.L. & ThjømøeH.M. (2011). Explaining and articulating the fit construct in sponsorship. Journal of Advertising 40(1) 5770. doi:10.2753/JOA0091-3367400104

    • Search Google Scholar
    • Export Citation
  • PapadimitriouD.KaplanidouK.K. & PapacharalampousN. (2016). Sport event-sponsor fit and its effects on sponsor purchase intentions: A non-consumer perspective among athletes, volunteers and spectators. Journal of Business & Industrial Marketing 31(2) 247259. doi:10.1108/JBIM-09-2014-0187

    • Search Google Scholar
    • Export Citation
  • PhamM.T. & JoharG.V. (2001). Market prominence biases in sponsor identification: Processes and consequentiality. Psychology & Marketing 18(2) 123143. doi:10.1002/1520-6793(200102)18:2<123::AID-MAR1002>3.0.CO;2-3

    • Search Google Scholar
    • Export Citation
  • PhamM.T. & VanhueleM. (1997). Analyzing the memory impact of advertising fragments. Marketing Letters 8(4) 407417. doi:10.1023/A:1007995112055

    • Search Google Scholar
    • Export Citation
  • PhillipsB.J. (2003). Understanding visual metaphor in advertising. In L. Scott & R. Batra (Eds.) Persuasive imagery: A consumer response perspective (pp. 297310). Mahwah, NJ: Lawrence Erlbaum Associates, Inc.

    • Search Google Scholar
    • Export Citation
  • PruittS.CornwellB. & ClarkJ. (2004). The NASCAR phenomenon: Auto racing sponsorships and shareholder wealth. Journal of Advertising Research 44(3) 281296. doi:10.1017/S0021849904040279

    • Search Google Scholar
    • Export Citation
  • QuesterP.G. & ThompsonB. (2001). Advertising and promotion leverage on arts sponsorship effectiveness. Journal of Advertising Research 413347. doi:10.2501/JAR-41-1-33-47

    • Search Google Scholar
    • Export Citation
  • RifonN.J.ChoiS.M.TrimbleC.S. & LiH. (2004). Congruence effects in sponsorship: The mediating role of sponsor credibility and consumer attributions of sponsor motive. Journal of Advertising 33(1) 2942. doi:10.1080/00913367.2004.10639151

    • Search Google Scholar
    • Export Citation
  • RoyD. & CornwellB. (2003). Brand equity’s influence on responses to event sponsorship. Journal of Product and Brand Management 12(6) 377393. doi:10.1108/10610420310498803

    • Search Google Scholar
    • Export Citation
  • SimmonsC.J. & Becker-OlsenK.L. (2006). Achieving marketing objectives through social sponsorships. Journal of Marketing 70(4) 154169. doi:10.1509/jmkg.70.4.154

    • Search Google Scholar
    • Export Citation
  • SpeedR. & ThompsonP. (2000). Determinants of sport sponsorship response. Journal of the Academy of Marketing Science 28(2) 226238. doi:10.1177/0092070300282004

    • Search Google Scholar
    • Export Citation
  • ThagardP. & StewartT.C. (2011). The AHA! experience: Creativity through emergent binding in neural networks. Cognitive Science 35(1) 133. PubMed ID: 21428991 doi:10.1111/j.1551-6709.2010.01142.x

    • Search Google Scholar
    • Export Citation
  • VealeT. (2006). An analogy-oriented type of hierarchy for linguistic creativity. Knowledge-Based Systems 19(7) 471479. doi:10.1016/j.knosys.2006.04.007

    • Search Google Scholar
    • Export Citation
  • WalravenM.KoningR.H.BijmoltT.H.A. & LosB. (2016). Benchmarking sports sponsorship performance: Efficiency assessment with data envelopment analysis. Journal of Sport Management 30(4) 411426. doi:10.1123/jsm.2015-0117

    • Search Google Scholar
    • Export Citation
  • WeeksC.BettinaC. & DrennanJ. (2008). Leveraging sponsorships on the Internet: Activation, congruence, and articulation. Psychology and Marketing 25(7) 637654. doi:10.1002/mar.20229

    • Search Google Scholar
    • Export Citation
  • ZdravkovicS. & TillB.D. (2012). Enhancing brand image via sponsorship. International Journal of Advertising 31(1) 113132. doi:10.2501/IJA-31-1-113-132

    • Search Google Scholar
    • Export Citation

Article Metrics

All Time Past Year Past 30 Days
Abstract Views 10 10 10
Full Text Views 1 1 1
PDF Downloads 0 0 0

Altmetric Badge

PubMed

Google Scholar