Effect of self-congruity with sponsorship on brand loyalty

M. Joseph Sirgy, Dong Jin Lee, J. S. Johar, John Tidwell

Research output: Contribution to journalArticlepeer-review

255 Citations (Scopus)


The purpose of the paper is to extend self-image congruence research into the corporate sponsorship literature in marketing communications. We do this by developing a conceptual model showing how self-congruity with a sponsorship event affects brand loyalty. The model posits that self-congruity with a sponsorship event has a positive influence on brand loyalty, especially under two conditions: (1) when customers are aware of the firm sponsoring the event, and (2) when customers are involved with the event. The model was tested using data collected from five different surveys (total N = 1588) involving Nextel mobile communications services (brand) in relation to NASCAR Nextel Cup Series (the sponsorship event). The results provide some degree of support for the model.

Original languageEnglish
Pages (from-to)1091-1097
Number of pages7
JournalJournal of Business Research
Issue number10
Publication statusPublished - 2008 Oct

All Science Journal Classification (ASJC) codes

  • Marketing


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