Sponsor memorisation: the influence of sponsorship congruence re-examined from an encoding flexibility perspective - Mémorisation des parrains: l’influence de la congruence du parrainage réexaminée à l’aide du modèle de flexibilité de l’encodage
Journal article, Peer reviewed
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Most prior studies obtained that a congruent sponsorship leads to higher sponsor awareness. The experiment conducted here shows that a brand is better identified following an incongruent sponsorship. Moreover, when the opportunity to process the sponsorship is low, the competitors of incongruent sponsors are also harder to identify.
This is the authors’ accepted and refereed manuscript to the article at the end published in French