This Event is Me!: How Consumer-Event Congruity Leverages Sponsorship
Journal of Advertising Research, Vol. 49, No. 3, pp. 271-284., 2009
33 Pages Posted: 17 Jan 2012
Date Written: 2009
Based on a real-world field study of twenty-one sponsored promotional events (sponsored fashion shows) (n=535), we provide a self-congruity theory-based model explaining the role of mall shopper’s self-congruity on the effectiveness of experiential mall promotions. We find that self-congruity with the event is a key influencer of promotion effectiveness. Specifically we show that: a) more expertise with the sponsor impacts self-congruity with the sponsor; b) in turn, self-congruity with the promotional event enhances persuasiveness of the event; and c) this event persuasion enhances the consumer’s likelihood to shop at the sponsor’s store. Further, when entertained shoppers like the promotional events and wish for more of such promotions, they tend to think more positively about the sponsor, view the promotional event as a good way to highlight the sponsor, and desire to shop more at the retail sponsor. These are important findings for advertising research practitioners, as they suggest that event attendees focus on how the sponsoring retailer fits with their image and sense of self.
Keywords: Congruity Theory, Self-Congruity, Event Marketing, Fashion, Sponsorship, Promotion, Retail
JEL Classification: M31
Suggested Citation: Suggested Citation