Tiger Woods, Nike, and I are (Not) Best Friends: How Brand’s Sports Sponsorship in Social-Media Impacts Brand Consumer’s Congruity and Relationship Quality
MetadataShow full item record
This study examines the effects of brand’s sports sponsorship in social media on brand consumer’s congruity and brand relationship quality. The study included a survey of targeting consumers whose ages range between early twenties and late forties; data from 322 respondents were collected. The results are as follows. First, brand’s sports sponsorship in social-media activities relating to sports brands has significant effects on brand consumer’s congruity. Second, this congruity significantly influences brand relationship quality. Third, male consumers, who have previously purchased products and services associated with a sports brand, perceive the sponsor’s brand image more positively when they are exposed to the sponsor’s brand’s sports sponsorship in social-media activities, compared to those consumers having no previous purchases of the sponsored brand. Lastly, consumers in their forties with prior experience consuming the sponsor’s brand products are most affected by the level of selfcongruity with the sports brand compared to younger or older consumers.
The Version of Record of this manuscript has been published and is available in International Journal of Advertising 2015 http://www.tandfonline.com/10.1080/02650487.2015.1031062
Showing items related by title, author, creator and subject.
Roy, Rajat; Rabbanee, Fazlul (2015)Purpose– This study aims to propose and test a parsimonious framework for self-congruity, albeit in the context of luxury branding. This paper is the first to propose an integrated model focusing on the drivers and ...
Jalleh, Geoffrey; Donovan, Robert; James, Raymond; Ambridge, Jennifer (2007)Objective: To assess the extent of partnerships established by and exposure obtained for the Act-Belong-Commit Campaign in the six intervention towns in the first 12 months from October 2005 to September 2006.Methods: In ...
Cornwell, T.; Lipp, Ottmar; Purkis, H. (2016)Sponsorship of sports, arts, charity and entertainment events are all viewed as capable in building corporate and brand image. In this process, visual images are a key vehicle in the transportation of affect from an event ...