An investigation of match-up effects in sport sponsorship advertising: The implications of consumer advertising schemas

The Influence of Marketing Intelligence on Business Competitive Advantage (A Study of Diamond Bank Plc)

“…A schema is an "abstract or generic knowledge structure, stored in memory that specifies the defining features and relevant attributes of some stimulus domain, and the interrelations among these attributes" (Crocker, 1984). Schemas can be developed through exposure to or experience of a stimulus domain (e.g., a situation, person, or object) and are believed to guide perception, thought and action of consumers in subsequent instances (Speck, et al 1988;McDaniel 1999). From the marketing intelligence perspective, schema and congruence theory aid the thorough, categorizing and systematic collection of vital information that is likely useful for the organisation from the customers as well as the competitors.…”

Going for gold: Investigating the (non)sense of increased advertising around major sports events

“…By (implicitly) associating the brand with the event, brands can still benefit from the transfer of positive feelings and emotions associated with the event to their brands (Grohs et al, 2004) and thus improve their brand image (e.g., De Pelsmacker, Geuens, & Anckaert, 2002;Keller, 2007). Furthermore, if there is a clear fit between the values associated with the event and those proposed by the brand, advertising around the event can strengthen the brand image and positioning even further, an example of so-called match-up effects (McDaniel, 1999). As such, it shows resemblance to direct sponsoring of events (Parker, 1991): the better the fit between the event and the brand, the more useful is additional advertising to build brand equity in the long run.…”

Sponsorship-Linked Marketing: Opening the Black Box

“…The most frequently investigated theoretical concept related to the improved processing of sponsorship stimuli is undoubtedly the idea of match or congruence (also called fit, relatedness, and similarity) between the sponsor and the event or activity (e.g., Cornwell 1995;Cornwell, Pruitt, and Van Ness 2001;Ferrand and Pages 1996;Gwinner 1997;Gwinner and Eaton 1999;Johar and Pham 1999;McDaniel 1999;Musante, Milne, and McDonald 1999;Rifon et al 2004;Speed and Thompson 2000). Congruence theory suggests that storage in memory and retrieval of information are influenced by relatedness or similarity, such that viewing a running event, for example, that is sponsored by a running shoe brand seems appropriate and is easily remembered.…”

“…Thus, finding the running event sponsored by an insurance company might be remembered for its lack of congruence. Researchers in sponsorship have used schema congruity theory (Musante, Milne, and McDonald 1999) and the idea of advertising schemas (McDaniel 1999) to explain match-up effects. While the memory effects of matching have been supported, the effects of incongruence have only been seen as a lack of fit and have not been investigated in their own right.…”