Cornwell, T. BettinaHumphreys, Michael S.Maguire, Angela M.Weeks, Clinton S.Tellegen, Cassandra L.2011-02-162011-02-162006-12Journal of Consumer Research, Inc., Vol. 33, December 2006, pp. 312-321https://hdl.handle.net/1794/1097610 p.Corporate sponsorship of events contributes significantly to marketing aims, including brand awareness as measured by recall and recognition of sponsor-event pairings. Unfortunately, resultant advantages accrue disproportionately to brands having a natural or congruent fit with the available sponsorship properties. In three cued-recall experiments, the effect of articulation of sponsorship fit on memory for sponsor-event pairings is examined. While congruent sponsors have a natural memory advantage, results demonstrate that memory improvements via articulation are possible for incongruent sponsor-event pairings. These improvements are, however, affected by the presence of competitor brands and the way in which memory is accessed.en-USCorporate sponsorshipBranding (Marketing)Brand name productsArticle