Sustaining Low-Native-Fit Sponsorship Through Analogical Articulation with Functional Attributes
Brands can deploy analogical reasoning as a means to articulate an incongruent sponsorship and improve fit perception between a property and its sponsor. Nevertheless, challenges remain for sport marketers regarding how best to leverage analogical articulation in sponsorship-linked advertising (SLA)...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
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SAGE Publishing
2025-05-01
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| Series: | SAGE Open |
| Online Access: | https://doi.org/10.1177/21582440251336581 |
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| author | Wen-hao Winston Chou Jeong-yeob Han Yiran Su James J. Zhang Yi Zhang |
| author_facet | Wen-hao Winston Chou Jeong-yeob Han Yiran Su James J. Zhang Yi Zhang |
| author_sort | Wen-hao Winston Chou |
| collection | DOAJ |
| description | Brands can deploy analogical reasoning as a means to articulate an incongruent sponsorship and improve fit perception between a property and its sponsor. Nevertheless, challenges remain for sport marketers regarding how best to leverage analogical articulation in sponsorship-linked advertising (SLA) to achieve the best outcomes. The current research expands on previous work by testing the effects of different types of analogical articulation (presence vs. absence of functional attributes) on consumers’ recognition of, attitudes concerning, and purchase intention toward a sponsor that does not naturally align with the property at hand. The results indicate that SLA that uses functional attributes in analogical articulation leads to greater degrees of favorable consumer attitudes toward the sponsor. Accordingly, sponsors lacking native fit should focus on their product or service’s functional attributes and actively explore creative ways to connect them to the sponsorship through analogical articulation in SLA. |
| format | Article |
| id | doaj-art-10059193df8c4d07a5a2d08f88d8c1e8 |
| institution | DOAJ |
| issn | 2158-2440 |
| language | English |
| publishDate | 2025-05-01 |
| publisher | SAGE Publishing |
| record_format | Article |
| series | SAGE Open |
| spelling | doaj-art-10059193df8c4d07a5a2d08f88d8c1e82025-08-20T03:11:54ZengSAGE PublishingSAGE Open2158-24402025-05-011510.1177/21582440251336581Sustaining Low-Native-Fit Sponsorship Through Analogical Articulation with Functional AttributesWen-hao Winston Chou0Jeong-yeob Han1Yiran Su2James J. Zhang3Yi Zhang4 University of South Dakota, Vermillion, USA University of Georgia, Athens, USA University of Massachusetts Amherst, USA University of Georgia, Athens, USA Shanghai University, ChinaBrands can deploy analogical reasoning as a means to articulate an incongruent sponsorship and improve fit perception between a property and its sponsor. Nevertheless, challenges remain for sport marketers regarding how best to leverage analogical articulation in sponsorship-linked advertising (SLA) to achieve the best outcomes. The current research expands on previous work by testing the effects of different types of analogical articulation (presence vs. absence of functional attributes) on consumers’ recognition of, attitudes concerning, and purchase intention toward a sponsor that does not naturally align with the property at hand. The results indicate that SLA that uses functional attributes in analogical articulation leads to greater degrees of favorable consumer attitudes toward the sponsor. Accordingly, sponsors lacking native fit should focus on their product or service’s functional attributes and actively explore creative ways to connect them to the sponsorship through analogical articulation in SLA.https://doi.org/10.1177/21582440251336581 |
| spellingShingle | Wen-hao Winston Chou Jeong-yeob Han Yiran Su James J. Zhang Yi Zhang Sustaining Low-Native-Fit Sponsorship Through Analogical Articulation with Functional Attributes SAGE Open |
| title | Sustaining Low-Native-Fit Sponsorship Through Analogical Articulation with Functional Attributes |
| title_full | Sustaining Low-Native-Fit Sponsorship Through Analogical Articulation with Functional Attributes |
| title_fullStr | Sustaining Low-Native-Fit Sponsorship Through Analogical Articulation with Functional Attributes |
| title_full_unstemmed | Sustaining Low-Native-Fit Sponsorship Through Analogical Articulation with Functional Attributes |
| title_short | Sustaining Low-Native-Fit Sponsorship Through Analogical Articulation with Functional Attributes |
| title_sort | sustaining low native fit sponsorship through analogical articulation with functional attributes |
| url | https://doi.org/10.1177/21582440251336581 |
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