URAM-Marketing

Unité de Recherche et des Applications en Marketing

L’EFFICACITE DU PARRAINAGE SUR INTERNET EN TERMES D’ATTITUDE A L’EGARD DU PARRAIN: RÔLE DE LA CONGRUENCE



Abstract:

This research tries to give a global view on the effectiveness of on line sponsorship. Thus, we aim to study effects of the perceived congruence (sponsor/event) on attitude toward the sponsor is concerned. We have retained two dimensions of the congruence (relevancy, expectancy). Our empirical study is based on the choice of four brands, which differ on the degree of congruence toward the event. The sponsor-event pairing fits when this pairing is relevant and unexpected. The impact of the congruence is highest when the (sponsor-event) is relevant and unexpected.

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