Description

Schema mismatch theory, part of sponsorship and celebrity endorsement theory, allows for stronger message association where a mild discrepancy between endorser and the endorsement exists. Continued support of the club where the player engaged in a breach of the TAC road safety message would have created the mismatch. This mismatch could have been leveraged into demonstrable evidence of the continued need for the campaign message. Further, the player in breach presents an opportunity for "celebrity" endorsement of the lifestyle sponsorship message by using the breach to demonstrate a high profile and conscious “adoption” of a specific campaign and message.