This Event is Me! How Consumer Event Self-Congruity Leverages Sponsorship
Angeline G Close, Anjala SKrishen, and Michael S Latour
Based on a real-world field study of 21 sponsored promotional events (more specifically, sponsored fashion shows) (n = 535), we provide a self-congruity theory-based model explaining the role of mall shoppers’ self-congruity on the effectiveness of experiential mall promotions.
This Event is Me! How Consumer Event Self-Congruity Leverages Sponsorship
Angeline G. Close, Anjala S. Krishen and Michael S. LatourUniversity of Nevada, Las Vegas
INTRODUCTION
In hopes of cutting through the clutter of advertising, retail managers may consider...
