TY - JOUR
T1 - Congruence effects in sponsorship
T2 - The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive
AU - Rifon, Nora J.
AU - Choi, Sejung Marina
AU - Trimble, Carrie S.
AU - Li, Hairong
PY - 2004/3
Y1 - 2004/3
N2 - Corporations sponsoring causes may hope to create the appearance of "good citizenship." Using attribution theory, the authors develop and test a cognitive explanation of sponsorship effects. Results of the experiment suggest that a good fit between a company and the cause it sponsors generates consumer attributions of altruistic sponsor motives and enhances sponsor credibility and attitude toward the sponsor. Mediation analysis results indicate that congruence effects on sponsor attitudes were mediated by sponsor credibility.
AB - Corporations sponsoring causes may hope to create the appearance of "good citizenship." Using attribution theory, the authors develop and test a cognitive explanation of sponsorship effects. Results of the experiment suggest that a good fit between a company and the cause it sponsors generates consumer attributions of altruistic sponsor motives and enhances sponsor credibility and attitude toward the sponsor. Mediation analysis results indicate that congruence effects on sponsor attitudes were mediated by sponsor credibility.
UR - http://www.scopus.com/inward/record.url?scp=2142704241&partnerID=8YFLogxK
UR - https://www.scopus.com/record/pubmetrics.uri?eid=2-s2.0-2142704241&origin=recordpage
M3 - RGC 62 - Review of books or of software (or similar publications/items)
SN - 0091-3367
VL - 33
SP - 29
EP - 42
JO - Journal of Advertising
JF - Journal of Advertising
IS - 1
ER -