The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Does Cultural Brand Sponsorship Pay Off?
Abstract
This study aims to find out whether a company's cultural sponsorship activities contribute to improving the consumers' attitude toward the company's product ads. To do so, the researchers adopted three intermediate factors such as corporate image, self-brand congruity, and self-monitoring. This study found that consumer attitude toward cultural sponsorship significantly affects corporate image. Self-brand congruity significantly mediates between attitude toward cultural sponsorship and the company's product ad attitude measured for two types of ads: image-based ad and product-based ad. This study also found that self-monitoring with cultural sponsorship activities significantly moderate between self-brand congruity and ad attitude. The finding that not only the corporate image but the attitude toward cultural sponsorship contributed to a positive ad attitude through brand congruity sheds significant strategic insights for brand management.
Related Content
|
Ali Khalil.
© 2024.
15 pages.
|
|
Nehal M. Allam, Marwa M. Mansour.
© 2024.
20 pages.
|
|
Faouzi M. Ayadi, Thamir H. Alaskar, Wassim J. Aloulou, Amin Khalil Alsadi.
© 2024.
24 pages.
|
|
Omar A. Alghamdi.
© 2023.
21 pages.
|
|
Nada Abdulla Al-Kubaisi.
© 2023.
21 pages.
|
|
Nicole Bronwin Morrison, Richardson Shambare, Tarisai Fritz Rukuni.
© 2023.
16 pages.
|
|
Bilal Ahmad Ali Al-Khateeb, Fakher Moncef Jaoua, Elsayed Sobhy Ahmed Mohamed.
© 2023.
25 pages.
|
|
|