Abstract:

This research tries to give a global view on the effectiveness of on line sponsorship. Thus, we aim to study effects of the perceived congruence (sponsor/event) on attitude toward the sponsor is concerned. We have retained two dimensions of the congruence (relevancy, expectancy). Our empirical study is based on the choice of four brands, which differ on the degree of congruence toward the event. The sponsor-event pairing fits when this pairing is relevant and expected and does not when the pairing is not relevant and unexpected. The impact of the congruence is highest when the (sponsor/event) is relevant and unexpected.