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 event marketing and sponsorship. The sponsorship surge occurred for five consecutive years (2003–2008) at unprecedented rates, suggesting that sponsorship and event marketing transcends a short-term fad. Yet, currently, sponsorship growth is projected to linger at a subtle 2.2 percent growth rate among North American companies (IEG, 2009). As a $34.4 billion industry worldwide, many advertisers seek an...

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