Bird Flock nity download free4/15/2024 Results showed that there are 4 out of 6 hypotheses were supported. Data were analyzed through structural equation modeling method. Questionnaires were distributed by applying a personally administered questionnaire to 200 respondents who participated in that event. Thus, this research fills the gap by conducting the study to analyze the relationship between sponsor-event congruence on brand image, attitude toward the brand, and purchase intention in the context of sport sponsorship event in Indonesia. However, research on sponsorship has not been done in the depth management aspects of a sports organization and has been concentrated in specific areas. Companies investing in sponsorship are growing rapidly. These findings challenge the exclusive prominence of celebrity-brand fit as a research and practical consideration and confirm the consumer's active role in the endorsement.Įvent sponsorship is considered as one major marketing strategy. Celebrity-brand and celebrity-consumer fits have a limited influence on the outcomes. Data collected from samples of real French women (mean age: 43.36 years) (N = 720) indicate that only the brand-consumer match exerts a significant impact on brand attitude, brand commitment, brand identification, and behavioral intentions. This study therefore proposes a model of celebrity endorsement to test the simultaneous effects of three congruencies among the brand, the celebrity, and the consumer. In this view, the consumer functions as an outsider of the celebrity-brand dyad, even though endorsement efficiency depends on psychological processes by the consumer (i.e., identification, social influences). Hence, this study determines the impact of event image change over time on brand image.Ĭelebrity endorsement research mainly focuses on celebrity-brand congruency, presented as a primary condition for the success of these marketing communications. Both sponsor and event image are subject to change over time. From a dynamic perspective, this viewpoint can be challenged. Originality/value – In experimental studies, congruence between sponsor and sponsored event is seen as static in nature. Hence, the current view that incongruent sponsorships are less promising might be misleading. A sponsorship that might have been positively incongruent in the beginning can turn out to be congruent over time. Practical implications – Linking explanatory variables such as (?) event image and ? brand image over time is important for a reliable assessment of the positive (negative) consequences of sponsorship activities. A replication of the relationship between event image and brand image over time would be especially interesting in a setting, in which event image is negative or a negative ? event image could be expected. Future studies should use a more detailed scale to measure brand (event) image, which would allow a more rigorous assessment of image transfer on an attribute level. Research limitations/implications – Further research should replicate this study in different contexts, including event- and brand-related contexts. Moreover, a change in event image over time has a positive effect on the change in brand image. sponsored cause) in the pre-analysis results in a significant increase of brand image over time. In contrast to existing literature, positive incongruence of brand image (i.e. Findings – Findings show significant positive effects of learning and remembering of a sponsorship stimulus on brand image over time. Individual level data were obtained from two surveys before and after the 2006 FIFA World Cup™, including 268 respondents who participated in both surveys. Design/methodology/approach – This paper analyzes effects of sponsorship evaluative congruence on brand image over time using individual difference measures. From a dynamic perspective it is unclear why congruence should be seen as constant, and why it is critical for sponsorship effects. Congruence between sponsor and sponsored cause is seen as static in nature. fit) between sponsor and sponsored cause is critical for a change in brand image. Purpose – Existing research on sponsorship effects shows that the congruence (i.e.
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