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dc.contributor.authorDo, H.
dc.contributor.authorKo, E.
dc.contributor.authorWoodside, Arch
dc.date.accessioned2017-01-30T14:51:28Z
dc.date.available2017-01-30T14:51:28Z
dc.date.created2015-10-07T03:43:48Z
dc.date.issued2015
dc.identifier.citationDo, H. and Ko, E. and Woodside, A. 2015. 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. International Journal of Advertising. 34 (4): pp. 658-677.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/41437
dc.identifier.doi10.1080/02650487.2015.1031062
dc.description.abstract

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.

dc.publisherRoutledge
dc.subjectbrand consumer’s congruity
dc.subjectbrand relationship quality
dc.subjectconsumer’s characteristics
dc.subjectBrand’s sports sponsorship
dc.titleTiger Woods, Nike, and I are (Not) Best Friends: How Brand’s Sports Sponsorship in Social-Media Impacts Brand Consumer’s Congruity and Relationship Quality
dc.typeJournal Article
dcterms.source.volume-
dcterms.source.startPage---
dcterms.source.titleInternational Journal of Advertising: The Review of Marketing Communications
curtin.note

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

curtin.departmentSchool of Marketing
curtin.accessStatusOpen access


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