Does ‘Articulation’ matter in sponsorship? The type of articulation and the degree of congruence as determinants of corporate sponsorship effects

Abstract

The congruence between an event and the sponsor’s brand can be created by ‘articulating’ the basis and meaning of their relationship, and this created fit can increase the effectiveness of sponsorship. We considered a sample of 418 high school students in Incheon (Korea) in order to investigate how the type of articulation and the degree of congruence between an event and its sponsor influence the effects of sponsorship, and how the consumer’s need for cognition moderates the effects of sponsorship. The results indicate that noncommercial articulation was likely to strengthen the effects of sponsorship, whereas commercial articulation was not likely to influence either the participants’ responses to sponsorship or their attitudes toward the sponsor’s brand. In addition, the effects of commercial articulation depended on the degree of congruence between the event and the sponsor; the consumer’s need for cognition moderated the effects of sponsorship according to the type of articulation.