Theory Of Congruence Theory

1194 Words5 Pages
Congruence theory proposes that the capacity in memory and recovery of data are affected by earlier desires. One of the main background behind congruence theory focuses on the individuals recollect information that is compatible with the demands and needs of the consumer, while the contending hypothesis is that incongruent data requires more expand handling and collect the opinion of consumer of the organisation’s potential clients. In implementing the ideas to sponsorship, future examination could look at whether sponsorships reliable with member and viewer assumptions about the products are reviewed superior to those absolutely random to buyer experience (Meenaghan & O 'Sullivan, 2013). In applying compatibility theory to the effects of sponsorship,…show more content…
Those people have a verbose memory a semantic memory for the occasion. Given that a passionate occasion develops memory for both data key to the occasion and fringe point of interest, persons going to a supported occasion might build up an alternate level of brand awareness than the individuals who see the occasion on TV or any other source of advertisement medium. Companies that sponsor seasonal events for instance, PepsiCo and Coca-Cola are well-known to sponsor major annual sports events like Super Bowl, Winter Olympics and others needs to empower occasion participation at least one diversion to improve review of the sponsorship (Koc,…show more content…
The critical point for sponsorship in the model is that an important condition for the making of a brand image is that a brand hub has been set up in memory. It is critical on the grounds that the way of the built up brand hub impacts how effectively various types of information can get to be connected to the brand in memory. The way of sponsorship communication is not especially accommodating in building a solid relationship between the product classification and the brand. These sponsorship communication components must work both for all intents and purposes and hypothetically in conjunction with an astute promoting effort that builds up the first brand centre in memory. Subsequently, any examination of the impacts of sponsorship ought to consider both brand awareness and brand image in light of the fact that building brand image requires that there be a built up comprehension of the brand. A use of brand value approach would bring into inquiry the estimation of sponsorships that compass overall groups of viewer in light of the fact that some group of people individuals might not have settled brand awareness among them (Cornwell & Lee,

More about Theory Of Congruence Theory

Open Document