... was developed to account for consumers’ reactions toward a new sponsor in the context of a sponsorship change, depending on whether the former and new sponsors are competitors, the duration of the relationship between the former sponsor and the event (tenure length), and the level of congruence between the new...

... 01 2017 30 03 2018 26 07 2018 20 09 2018 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Need for cognition Literature review Congruence Persuasion knowledge Advergame Brand placement However, when examining...

... (DeCarlo, 2005), motive attribution is theoretically relevant with respect to persuasive effects of conclusion explicitness in sponsorship fit articulation. Prior research shows that high fit (also termed “congruence”) between sponsor and sponsored object results in positive sponsorship effects...

...Jasmina Ilicic; Stacey M Baxter; Alicia Kulczynski Purpose – The purpose of this paper is to compare the influence of spokesperson appearance (visual congruence) and the sounds contained in a spokesperson’s name (verbal congruence) on consumer perceptions of spokesperson–product fit. Design...

...Sandra Littel; Ulrich R. Orth Purpose This paper aims to examine how visual and haptic package design characteristics singularly and jointly affect consumers' brand impressions. Design/methodology/approach Integrating and extending design perception with congruence and fluency theories...