Brand, Identity and Reputation: Exploring, Creating New Realities ...

This study casts also doubts over previous sponsorship methodologies. If ‗FoI‘ is found to demonstrate an appreciable
significant contribution to typicality, it suggests that previous research should also have considered brands subjects
knew or were assumed to be sponsors and not just a (relevancy) congruity aspect.
Investigating sponsorship within a goal-derived category framework has much potential but there are still many areas
which could be considered further. Future research could examine specific events or team sponsors or perhaps an
alternative measure of ‗expertise‘. Finally, Fleck and Quester (2007) developed an expectancy-congruity and relevancy
congruity scale for sponsorship. These two scales would appear to be closely linked to ‗FoI‘ and ‗ideals‘ respectively so
it would seem appropriate to test this relationship as well.
Key References
1. Barsalou, L.W. (1985). Ideals, Central Tendency, and Frequency of Instantiation as Determinants of Graded Structure in Categories. Journal of
Experimental Psychology: Learning, Memory and Cognition, 11 (4), 629-654.
2. Cornwell, T. B., Relyea, G., Irwin, R., & Maignan, I. (2000). Understanding Long-term Effects of Sports Sponsorship: Role of Experience,
Involvement, Enthusiasm and Clutter. International Journal of Sports Marketing and Sponsorship, 2 (2), 127-143.
3. Dickerson, M., & Gentry, J.W. (1983). Sports Enthusiasm Scale. In: Bruner II, G., & Hensel, P. (Eds.), Marketing Scales Handbook: A
Compilation of Multi-item Measures (pp. 578-579). Chicago: American Marketing Association 1.
4. Fleck, D.N., & Quester, P. (2007). Birds of a Feather Flock Together…Definition, Role and Measure of Congruence: An Application to
Sponsorship. Psychology and Marketing, 24 (11), 975-1000.
5. Loken, B., Barsalou, L. W. & Joiner, C. (2008). Categorization Theory and Research in Consumer Psychology. In: C. P. Haugtvedt, P. M. Herr &
F. R. Kardes (Eds.), Handbook of Consumer Psychology (pp. 133–163). Hove: Taylor & Francis Group.
6. Noseworthy, T. J., Finlay, K., & Islam, T., (2010). From a Commodity to an Experience: The Moderating Role of Thematic Positioning on
Congruity-Based Product Judgment. Psychology & Marketing, 27 (5), 465-486.
7. Rosch, E., Simpson, C., & Miller, R. S. (1976). Structural Bases of Typicality Effects. Journal of Experimental Psychology: Human Perception
and Performance, 2 (4), 491-502.
8. Suh, J.-C. (2009). The Role of Consideration Sets in Brand Choice: The Moderating Role of Product Characteristics. Psychology & Marketing, 26
(6), 534-550.
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