Using qualitative and quantitative methods, this research examined how sports sponsorship effects, recall and sponsor attitude, are influenced by logo fluency, familiarity, and congruence between a sponsor and the team sponsored. Ethnographic research observed how event attendees interact with sponsors, other audience members, and the basketball event. In-depth interviews generated insights on how people viewed visual fluency of logos and perceived "fit" with the basketball event. The quantitative experiment examined how consumers responded to logos under different conceptual fluency, familiarity, and congruence levels. The results suggested that when under medium and low congruence condition, participants were more likely to remember medium conceptual logos, whereas under high congruence condition, participants intended torecall high conceptual fluent logos better. Implications for sports sponsorship are discussed.
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