Sponsorship Image Congruence Scale

What it measures

Four items assess the degree to which a respondent perceives a sponsoring entity and a sponsored entity as similar -- sharing values and goals, projecting comparable images, and evoking overlapping associations. The scale provides a standardised measure of sponsorship fit from the audience perspective, capturing not just category match but deeper conceptual and image-level alignment. It was composed by synthesising items from two independent sponsorship research traditions and has been applied in the context of corporate sponsors and charitable causes.

Representative items

• Experiments 2 and 3: participants evaluating well-known fast-food chains sponsoring charitable causes

Citation

Pappu, R., & Cornwell, T. B. (2014). Corporate sponsorship as an image platform: Understanding the roles of relationship fit and sponsor-sponsee similarity. Journal of the Academy of Marketing Science, 42(5), 490-510.