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.


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.


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


NA - Advances in Consumer Research Volume 42 | 2014

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