Nora J. Rifon, S. Choi, C. Trimble
Jan 1, 2004
Citations
86
Influential Citations
905
Citations
Quality indicators
Journal
Journal of Advertising
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.