The Impact of the Effectiveness of Sponsorship on Image and Memorizing: Role of Congruence and Relational Proximity

AbstractThis research is devoted to the study of sponsorship, a concept that is in expansion in the present advertising landscape to study its relevance and importance in corporate communication. The object of this communication is to contribute to the comprehension of operation sponsorship effectiveness. We propose an abstract model to establish a direct connection between exposure and the variables that measure the effectiveness of a campaign of sponsorship. We examine the role of congruence between the event and the sponsor, and we analyze the role of relational proximity between the brand and the individual on these variables. The review of the literature of this present research demonstrates that the effectiveness of the sponsorship will be analyzed through image and memorizing