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

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.


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.


Benjamin Boeuf, HEC Montreal, Canada
François A. Carrillat, HEC Montreal, Canada
Alain d'Astous, HEC Montreal, Canada


NA - Advances in Consumer Research Volume 41 | 2013

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