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

See all articles by Angeline Close Scheinbaum

Angeline Close Scheinbaum

University of Texas at Austin; Clemson University

Anjala Krishen

Virginia Polytechnic Institute & State University - Department of Marketing

Michael S. LaTour

Auburn University - Department of Marketing

Date Written: 2009

Abstract

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

Scheinbaum, Angeline Close and Krishen, Anjala and LaTour, Michael S., This Event is Me!: How Consumer-Event Congruity Leverages Sponsorship (2009). Journal of Advertising Research, Vol. 49, No. 3, pp. 271-284., 2009. Available at SSRN: https://ssrn.com/abstract=1985863

Angeline Close Scheinbaum (Contact Author)

University of Texas at Austin ( email )

2317 Speedway
Austin, TX 78712
United States

HOME PAGE: http://angelineclose.com

Clemson University ( email )

Clemson, SC 29631
United States

HOME PAGE: http://www.clemson.edu/business/about/profiles/aschein

Anjala Krishen

Virginia Polytechnic Institute & State University - Department of Marketing ( email )

Blacksburg, VA 24061
United States

Michael S. LaTour

Auburn University - Department of Marketing ( email )

Auburn, AL 36849
United States

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