Abstract
The success of any brand is largely predicated on how distinctive the brand is relative to competitors (Aaker 1996; Keller 1993; 1998). Brands with distinct images are more easily recalled by individuals and represent more attractive relationship partners for consumers (Fournier 1998; Currás-Pérez et al. 2009). The clarity of a brand’s positioning is another factor which is important to the success of a brand. Brands which are clearly positioned in the market and convey consistent images garner more favorable attitudes and increased purchase intentions (Simmons and Becker-Olsen 2006). Commercial sponsorship of sports, community events, and non-profit organizations is often used to differentiate brands from competitors and to create distinct brand images (Amis et al. 1999; Cornwell et al. 2001). Research suggests incongruent sponsorships can have adverse effects on the sponsoring brand in terms of brand distinctiveness and clarity of positioning (Fleck and Quester 2007). In practice however, low-fit sponsorships frequently occur when there is no natural fit between sponsor and sponsoring brand. The question addressed in this research is how the adverse effects of a low-fit sponsorship can be attenuated.
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© 2015 Academy of Marketing Science
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Groza, M.D., Cobbs, J. (2015). Attenuating the Negative Effects of a Low-Fit Sponsorship: The Role of Concurrent Sponsors. In: Dato-on, M. (eds) The Sustainable Global Marketplace. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10873-5_284
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DOI: https://doi.org/10.1007/978-3-319-10873-5_284
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