Positive Implicit Memory Effects For Event Incongruent Sponsorship

Olivier TRENDEL, Grenoble Ecole de Management, France
Luk WARLOP, K.U. Leuven, Belgium
Past studies have consistently shown that an increase of congruence between the sponsor and the event increases brand awareness. However, this result has no strong theoretical support and could, at least partly, be explained by constructive processes of sponsor identification. In order to avoid the use of such processes, we use implicit memory measures. We show that, compared to congruent sponsors, incongruent sponsors enjoy a perceptual encoding advantage under both high and low processing capacity of the sponsors as well as a conceptual encoding advantage under high processing capacity of the sponsors. Congruent sponsors only enjoy a conceptual encoding advantage under low processing capacity.
[ to cite ]:
Olivier TRENDEL and Luk WARLOP (2007) ,"Positive Implicit Memory Effects For Event Incongruent Sponsorship", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 102-103.