Achieving Brand Loyalty Through Sponsorship: The Role of Fit and Self-Congruity

J. of the Acad. Mark. Sci. (2012) 40:807–820 DOI 10.1007/s11747-011-0285-y

37 Pages Posted: 17 Oct 2013

See all articles by Marc Mazodier

Marc Mazodier

Hong Kong Baptist University (HKBU)

Dwight Merunka

Euromed Marseille Ecole de Management

Date Written: January 17, 2011

Abstract

Managers increasingly seek to develop brand loyalty through sponsorship activities, though this relationship has not been solidly established. This article models and demonstrates the impact of sponsorship on brand loyalty. The studied concepts and relationships emerge from both the sponsorship and consumer-brand relationship literature. The experimental design relies on before-and-after measurements and multiple exposures to the sponsorship. Thus this study demonstrates that sponsorship exposure has a positive impact on brand affect, brand trust, and brand loyalty. The change in brand loyalty from before to after sponsorship exposure reflects two persuasion processes. First, self-congruity with an event enhances brand loyalty through event and brand affect. Second, perceived fit between the event and the brand has a positive effect on brand affect, through attitude toward the sponsorship, and on brand trust, such that it ultimately influences brand loyalty. Brand affect is identified as an important mediator of sponsorship effects.

Keywords: Sponsorship, Brand loyalty, Brand affect, Brand trust, Self-congruity, Fit

Suggested Citation

Mazodier, Marc and Merunka, Dwight, Achieving Brand Loyalty Through Sponsorship: The Role of Fit and Self-Congruity (January 17, 2011). J. of the Acad. Mark. Sci. (2012) 40:807–820 DOI 10.1007/s11747-011-0285-y. Available at SSRN: https://ssrn.com/abstract=2341509

Marc Mazodier (Contact Author)

Hong Kong Baptist University (HKBU) ( email )

Kowloon
Hong Kong

Dwight Merunka

Euromed Marseille Ecole de Management ( email )

Domaine de Luminy
BP 921 13288 Marseille Cedex 9, 13288
France

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