Professor Luk Warlop fra BI og KU Leuven og professor Olivier Trendel fra Grenoble Business School har publisert forskningsstudien Sponsor memorisation.

Abstract

Most prior studies obtained that a congruent sponsorship leads to higher sponsor awareness. The experiment conducted here shows that a brand is better identified following an incongruent sponsorship. Moreover, when the opportunity to process the sponsorship is low, the competitors of incongruent sponsors are also harder to identify.