Journal of the Academy of Marketing Science

, Volume 40, Issue 6, pp 807–820 | Cite as

Achieving brand loyalty through sponsorship: the role of fit and self-congruity

  • Marc MazodierEmail author
  • Dwight Merunka
Original Empirical Research


Managers increasingly seek to develop brand loyalty through sponsorship activities, though this relationship has not been solidly established. This article models and demonstrates the impact of sponsorship on brand loyalty. The studied concepts and relationships emerge from both the sponsorship and consumer-brand relationship literature. The experimental design relies on before and after measurements and multiple exposures to the sponsorship. Thus this study demonstrates that sponsorship exposure has a positive impact on brand affect, brand trust, and brand loyalty. The change in brand loyalty from before to after sponsorship exposure reflects two persuasion processes. First, self-congruity with an event enhances brand loyalty through event and brand affect. Second, perceived fit between the event and the brand has a positive effect on brand affect, through attitude toward the sponsorship, and on brand trust, such that it ultimately influences brand loyalty. Brand affect is identified as an important mediator of sponsorship effects.


Sponsorship Brand loyalty Brand affect Brand trust Self-congruity Fit 


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Copyright information

© Academy of Marketing Science 2011

Authors and Affiliations

  1. 1.ISG Business SchoolParisFrance
  2. 2.University Paul Cézanne in Aix en Provence (IAE Aix, Cergam) and Euromed Management in MarseillePuyricardFrance

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