Brand Image Congruence Through Sponsorship of Sporting Events: A Reinquiry of Gwinner and Eaton (1999)

Does brand sponsorship of sporting events lead to more congruence in consumers' images of sponsoring brands and sponsored sporting events? If so, what factors affect the extent of increase in image congruence? Results of a study with three sporting events (replicate stimuli) and nonstudent part...

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Veröffentlicht in:	Journal of advertising 2016-01, Vol.45 (1), p.130-138
Hauptverfasser:	Kwon, Eunseon (Penny), Ratneshwar, S., Kim, Eunjin (Anna)
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand image Corporate sponsorship Market strategy Sports marketing
Online-Zugang:	Volltext
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