Birds of a feather flock together…definition, role and measure of congruence: An application to sponsorship

Abstract

Congruence has long been discussed in the context of brand extensions and advertising, particularly in terms of celebrity endorsement. Although just as relevant for sponsorship, the examination of this concept in that context is more recent, despite evidence that it plays a significant role in determining the effectiveness of this particular communication technique. In this paper, the authors argue in favor of conceptualizing congruence as a bidimensional construct, consistent with previous research. A scale to capture this important construct is subsequently developed and validated in two separate countries.

Evoking premiumness: How color-product congruency influences premium evaluations

“…Relevancy refers to the degree to which the information provided by the stimuli aids to or hinders the audience in identifying the communicated message, and expectancy refers to the degree to which the information or item is in line with a determined structure or schema. In sum, relevancy and expectancy contribute to the notion of congruence from the consumers' perceptive, whereas the lack of relevance and expectancy lead to perceived incongruence (Fleck & Quester, 2007).…”

“…In contrast, a body of work supports the moderate incongruity effect, which implies that consumers view moderately incongruent products more favorably than those that are congruent or extremely incongruent (Meyers-Levy & Tybout, 1989;Peracchio & Tybout, 1996;Stayman, Alden, & Smith, 1992). For example, Fleck and Quester (2007) found in their study of congruency for sponsorship that a certain level of mismatch between the sponsor and the event contributes to an unexpectedness or surprise that enhances positive evaluations. They conclude, however, that the associations will fail to make an impact if the sponsor is unsuccessful in communicating a certain level of relevancy.…”

The Impact of Corporate Volunteering on CSR Image: A Consumer Perspective

“…The importance of fit or congruence is well established in the marketing literature, particularly in terms of sponsorship (Fleck and Quester, 2007), celebrity endorsements (Lynch and Schuler, 1994) and brand extensions (Echambadi, Arroniz, Reinartz and Lee, 2006). Strong perceived fit has been…”

Um ensaio teórico sobre placement televisivo e seus efeitos sobre o consumidor

“…Outra dimensão da operacionalização do placement inspira-se no velho ditado de que pássaros de mesma pena voam juntos (tradução nossa do inglês para birds of a feather flock together) (Fleck & Quester, 2007). Ou seja, o placement pode ser também operacionalizado segundo sua congruência.…”

“…Nesse sentido, a literatura sobre patrocínio é interessante, por este ser semelhante ao placement em dois aspectos (Fleck & Quester, 2007): primeiro, o seu processamento é periférico (Janiszewski, 1993), já que os consumidores atendem primeiro ao evento, à exposição ou ao concerto ao invés da mensagem em si; segundo, a mensagem é geralmente não verbal e mais implícita do que explícita (Tripodi, Hirons, Bednall, & Sutherlan, 2003). Assim, cabe ao consumidor decifrar a mensagem e darlhe sentido, esperando, o patrocinador, que isso fortaleça as associações e o valor da sua marca.…”