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

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.



Citation:

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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 819-819.

Authors

Lifeng Yang, University of Mississippi, USA
Katie Howie, University of Mississippi, USA



Volume

NA - Advances in Consumer Research Volume 42 | 2014



Share Proceeding

Featured papers

See More

Featured

The Production and Consumption of Retro Brands Beyond Meaning Revival

Benjamin Julien Hartmann, University of Gothenburg
Katja H. Brunk, EuEuropean University Viadrina
Markus Giesler, York University, Canada

Read More

Featured

O2. The Streaking Star Effect: Why People Want Individual Winning Streaks to Continue More than Group Streaks

Jesse Walker, Cornell University, USA
Thomas Gilovich, Cornell University, USA

Read More

Featured

Product Complexity as a Barrier to Consumer Financial Decision-Making

Timothy Dunn, University of Colorado, USA
Philip M. Fernbach, University of Colorado, USA
Ji Hoon Jhang, Oklahoma State University, USA
John Lynch, University of Colorado, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.