کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1017850 940318 2014 8 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Sponsorship effects on brand image: The role of exposure and activity involvement
ترجمه فارسی عنوان
تأثیر حمایت بر روی تصویر برند: نقش قرار گرفتن در معرض و دخالت فعالیت
کلمات کلیدی
حمایت، تأثیر حمایت مالی، تشکیل تصویر حمایت کننده، ورزش ها
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
چکیده انگلیسی

Sponsorships capture a significant proportion of marketing budgets. In firm evaluations of the effectiveness of sponsorship engagements, image improvements represent the most important company objective. This study develops and tests a framework for explaining how exposure and activity involvement moderate the effects of event image, event–sponsor fit, and event commercialization on sponsor image. Using empirical data collected at a large sporting event with multiple sponsors, the authors show that increased sponsorship exposure reduces sponsor image if respondents perceive a low fit between the event and sponsor or high levels of event commercialization. Involvement in the sponsored activity improves the sponsor's image, in that the effect of event commercialization is positive for highly involved persons. This paper concludes with some reasons for the findings, implications for the choice and design of sponsorships, and further areas for research.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 67, Issue 5, May 2014, Pages 1018–1025
نویسندگان
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