Understanding curvilinear effects in sponsorship: The influence of consumer involvement towards the event on brand-event image congruence

  • Bradley Wilson (Speaker)
  • Rens Briel (Speaker)
  • Henseler, J. (Speaker)

Activity: Talk or presentationOral presentation


This study investigates the role of event sponsorship whilst examining the moderating effect of consumer’s event involvement on overall brand-event image congruence. An experiment was implemented whereby the manipulation group is exposed to sponsorship by the visual pairing of the brand and event. An online questionnaire and subsequent analyses established that sponsorship has a positive impact on the brand-event image congruence. The manipulation group scores were significantly higher for nine out of ten associations on brand-event image scores. A nonlinear effect of the proposed moderator (event-involvement with a sponsored event) revealed an inverted-U effect on overall brand-event image congruence.
Period26 Jun 2014
Event title13th International Conferences on Research in Advertising, ICORIA 2014
Event typeConference
Conference number13
OrganiserEuropean Advertising Academy
LocationAmsterdam, NetherlandsShow on map
Degree of RecognitionInternational