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, one could set up a connection between the idea of Attitudes toward the advertisement and disposition toward the supporter. Generally as publicists address their group of people through business messages, supports convey through the movement they support. Generally
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The sponsorship crusade ought to not over popularise the occasion to keep up the positive sentiments of the members toward the patron. The commercialisation has additionally a negative effect on the customer 's impression of occasion fit. Attitudes toward the supporter are imperative with a specific end goal to foresee the obtaining expectation of orderlies. Moreover, wear movement contribution, and convictions about sponsorship assume a vital part on the expectation of sponsorship results, for example, image, informal, and buy aims. Motivational attitude toward a patron have further been emphatically connected with great observations and expectations to buy a sponsor 's item. Brand image of the patron can likewise be enhanced from rehash participation of the occasion (Koc,