CONGRUENCE EFFECTS IN SPONSORSHIP: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive

Abstract

Corporations sponsoring causes may hope to create the appearance of "good citizenship." Using attribution theory, the authors develop and test a cognitive explanation of sponsorship effects. Results of the experiment suggest that a good fit between a company and the cause it sponsors generates consumer attributions of altruistic sponsor motives and enhances sponsor credibility and attitude toward the sponsor. Mediation analysis results indicate that congruence effects on sponsor attitudes were mediated by sponsor credibility.