Positive Effects of Misfit in Sponsorship Relationships: When Misfit Benefits the Brand

Lifeng Yang, University of Mississippi, USA
Katie Howie, University of Mississippi, USA
Extant research has shown consensus that brand’s sponsorship of events that are incongruent (misfit) with the brand beliefs would yield to a negative effect on the brand. In this research, a markness model is proposed, arguing that misfit in sponsorship is not inherently bad but can be beneficial.
[ to cite ]:
Lifeng Yang and Katie Howie (2014) ,"Positive Effects of Misfit in Sponsorship Relationships: When Misfit Benefits the Brand", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 819-819.