The Color of Support: The Effect of Sponsor–Team Visual Congruence on Sponsorship Performance

Henderson, Conor M.; Mazodier, Marc; Sundar, Aparna

doi:10.1177/0022242919831672

Cited by 41 publications

(39 citation statements)

References 49 publications

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“…Analogous to those findings, our research shows that congruency between visual and semantic stimuli enhances judgements about advertising messages. Consumers use visual heuristics to judge the quality of products (Kim, Gravier, Yoon, & Oh, 2019) or advertising claims regarding nutrition (Gomez, 2013), sports sponsorship (Henderson, Mazodier, & Sundar, 2019), and packaging designs (Herbes, Beuthner, & Ramme, 2020; Marques da Rosa et al, 2019). Our findings suggest that readily accessible persuasion knowledge could allow consumers to detect and adjust colour‐induced biases.…”

Section: Discussionmentioning

confidence: 99%

Colour effects in green advertising

Lim

Baek

Yoon

et al. 2020

Int J Consumer Studies

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Starbucks and Whole Foods Market, known for eco-friendliness, signal their sustainability using a green logo as a particularly strong signal indicating socially desirable business practices (e.g., Mazar & Zhong, 2010; Yoon & Oh, 2016). Ironically, however, BP, infamous for the deadly and destructive Deepwater Horizon oil spill in the Gulf of Mexico, adopted a green label to counter the damage to the brand. Does the use of green to advertise environmental friendliness actually enhance advertising effectiveness? Do green strategies work if they are perceived to inappropriate? In contrast, does the use of grey-a colour that often symbolizes environmental destructiondamage brand images? Might success or failure of colour strategies depend on consumer scepticism about marketing persuasion? How do colours and words jointly shape consumer thought and action in response to sustainable marketing? Surprisingly, those questions have been rarely studied empirically. This research aims to fill the gap. Many advertising campaigns use visual elements as cues to enhance brand perceptions (Parguel, Benoit-Moreau, & Russell, 2015). Green is the ubiquitous visual cue used to trigger implicit ecological inferences in green advertising, but green can be abused through greenwashing practices intended to mislead consumers (Schmuck, Matthes, & Naderer, 2018). In response, the U.S. Patent and Trademark Office established guidelines to prevent environmentally destructive companies from using the word green in their trademarks (Collen, 2012). Theoretically, the current research proposes that marketing communications may be persuasive when colours are appropriate for the message, but inappropriate colour themes may cause resistance (Seo & Scammon, 2017). Accordingly, the persuasion knowledge model (Friestad & Wright, 1994) warns that if message recipients are explicitly aware that companies are using colour inappropriately to manipulate them, the persuasive intent may backfire.

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Section: Discussionmentioning

confidence: 99%

Colour effects in green advertising

Lim

Baek

Yoon

et al. 2020

Int J Consumer Studies

View full text Add to dashboard Cite

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“…To maintain and strengthen their brand equity, firms must purposefully create strong brand associations in the minds of customers (e.g., Buchanan, Simmons, and Bickart 1999; Keller 2010). Consistent communication of a brand’s identity positively affects brand recall and abnormal stock returns (Henderson, Mazodier, and Sundar 2019) while inconsistencies can lead to a reevaluation of the brand and ultimately dilute brand equity (Buchanan, Simmons, and Bickart 1999).…”

Section: Theory Development and Research Hypothesesmentioning

confidence: 99%

Corporate Sociopolitical Activism and Firm Value

Bhagwat¹,

Warren²,

Beck³

et al. 2020

Journal of Marketing

257

200

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Stakeholders have long pressured firms to provide societal benefits in addition to generating shareholder wealth. Such benefits have traditionally come in the form of corporate social responsibility. However, many stakeholders now expect firms to demonstrate their values by expressing public support for or opposition to one side of a partisan sociopolitical issue, a phenomenon the authors call “corporate sociopolitical activism” (CSA). Such activities differ from commonly favored corporate social responsibility and have the potential to both strengthen and sever stakeholder relationships, thus making their impact on firm value uncertain. Using signaling and screening theories, the authors analyze 293 CSA events initiated by 149 firms across 39 industries, and find that, on average, CSA elicits an adverse reaction from investors. Investors evaluate CSA as a signal of a firm’s allocation of resources away from profit-oriented objectives and toward a risky activity with uncertain outcomes. The authors further identify two sets of moderators: (1) CSA’s deviation from key stakeholders’ values and brand image and (2) characteristics of CSA’s resource implementation, which affect investor and customer responses. The findings provide new and important implications for marketing theory and practice.

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“…Since the prominence dimensions of fit relate to the manner in which the relationship between a cause and a brand is presented and explained to potential customers (Zdravkovic et al, 2010), they can be attributed to the tactical actions needed to create a CrM campaign. However, research shows that both types of cause-related marketingstrategic and tacticalinfluence brand image, brand awareness, attitudes and consumer intentions to buy cause-related products (Van den Brink et al, 2006;Chang, 2011;Koschate-Fischer et al, 2012;Woisetschl€ ager et al, 2017;Baghi and Gabrielli, 2018;Henderson et al, 2019). Furthermore, one of the most important aspects in cause-related marketing aimed at shaping consumer behaviours towards a purchase is the collaboration between a brand and a social cause (Ferraris et al, 2019;Pracejus et al, 2020).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

The impact of brand and social cause prominence dimensions of fit on consumer intentions to buy cause-related products

Dagyte-Kavoliune

Adomavičiūtė

Urbonavičius

2020

EMJB

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PurposeThe aim of this study is to assess the direct and indirect impact of the prominence dimensions of fit between a brand and a cause on consumer intentions to purchase cause-related products by considering cases with more versus less positive attitudes towards a brand and a higher versus lower social cause affinity.Design/methodology/approachThe study is based on data obtained via a survey of 403 respondents in Lithuania. A between-subjects study design with different brands and causes was used to identify the role of the differences in brand attitude and cause affinity on the message strength.FindingsThe data analysis has revealed that the specific prominence dimensions of fit (relationship visibility, relationship explicitness, visuals/colours, local attributes) have a direct and indirect impact, via the message strength, on consumer intentions to purchase cause-related products. Additionally, the mediation of the message strength was dependent on attitudes towards a brand but not on cause affinity.Originality/valueThis is the first attempt to contribute to filling the research gap regarding the impact of the prominence dimensions of fit on the intention to purchase a cause-related product. Paying special attention to message strength mediation allowed for the assessment of both the direct and indirect effects of the individual dimensions of fit.

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The Color of Support: The Effect of Sponsor–Team Visual Congruence on Sponsorship Performance

Cited by 41 publications

References 49 publications

Colour effects in green advertising

Colour effects in green advertising

Corporate Sociopolitical Activism and Firm Value

The impact of brand and social cause prominence dimensions of fit on consumer intentions to buy cause-related products

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