Sport managers are often faced with a situation where they must activate an incongruent sponsorship in which the fit between a sponsor and property is not self-evident. Existing research has shown that consumers’ perceptions of fit enhance a sponsorship’s effectiveness. Therefore, the challenge is to explain how an otherwise incongruent sponsor and property are related to one another. The current research addresses this problem and considers analogy as a means for articulating an incongruent sponsorship. We find that analogical articulation offers distinct advantages over a more common method of articulating a sponsorship by describing how a property and sponsor’s consumer base overlap.

中文翻译：

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使用类比改善不一致的发起人－财产伙伴关系的表达

体育经理经常面临这样的情况，即他们必须启动不一​​致的赞助，而赞助商与财产之间的契合度不言而喻。现有研究表明，消费者对合适性的看法增强了赞助的有效性。因此，挑战在于解释原本不相称的赞助商和财产如何相互联系。当前的研究解决了这个问题，并把类推作为表达不协调赞助的一种手段。我们发现，通过描述财产和赞助者的消费者群体如何重叠，类比表达比表达赞助的更常见方法具有明显的优势。