Inkongruenta Sponsorsamarbeten: Att skapa bättre kommunikationseffekter genom användandet av förklarande länkar

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In a world with increasing media buzz and tougher challenges for marketers to break through all the clutter before reaching the consumer, working with incongruence has become a mean to stand out from the crowd. Incongruence is the discrepancy between the marketing communication and the already established brand attributes with the consumer. In our case of incongruent sponsorships, the definition is two incongruent parties taking part in a sponsorship. Incongruent sponsorship has proven to increase brand recall, but at the same time dilute brand attitude as a result. By using explanatory links in communicating the incongruent sponsorship to consumers we have proven that by using explanatory links in the marketing communication we are able to increase the consumers’ evaluation of the sponsorship, both in attitude towards the ad and brand attitude. Hence this strategy is applicable for the marketer when using incongruence to break through the clutter and reach the consumer and by adding the explanatory links. Not only the brand recall will increase, but also the previously low brand attitude will i...