Interferences in Competitive Sponsorship Clutter: the Influence of Congruence and Articulation on Attitude

Benjamin Boeuf, HEC Montreal, Canada
François A. Carrillat, HEC Montreal, Canada
Alain d'Astous, HEC Montreal, Canada
This study examines the effects of congruence on attitude in a competitive sponsorship clutter. In an incongruent sponsor-event setting, competitive sponsors’ presence should have a positive effect on brand and sponsorship attitude. The moderating role of activation as a strategy to reduce communication interferences is also investigated.
[ to cite ]:
Benjamin Boeuf, François A. Carrillat, and Alain d'Astous (2013) ,"Interferences in Competitive Sponsorship Clutter: the Influence of Congruence and Articulation on Attitude", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.