Article2006

The effect of perceived image fit on brand awareness: 2002 Korea-Japan World Cup

Gi-Yong Koo · Jerome Quarterman · E. Newton Jackson

22 citations0/0 files storedInternational Journal of Sports Marketing and Sponsorship

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

Much of the existing research in sports sponsorship is applied in nature and devoid of serious theoretical insight regarding its role from a marketing communication effects standpoint. In this study, Taylor & Crocker's (1981) schema theory is used to interpret the phenomenon that sponsoring events exhibiting a good image fit with the brand can strengthen brand awareness. Since consumers' perceptions of the FIFA World Cup/official partners image fit enhance the brand awareness of sponsoring brands, the results have implications for the FIFA World Cup marketing parties using sports sponsorship as a strategic marketing tool.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 22 citations exist upstream.

References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1987Dimensions of Consumer Expertise 1985Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective 1990An Investigation into the “Match-up” Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep 1997Assessing the Predictive Validity of Two Methods of Measuring Self-Image Congruence 1999Building Brand Image Through Event Sponsorship: The Role of Image Transfer 1990Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product

Cited by

2014The Evolution of Scholarly Research on Sponsorship: Expectations About the Future of This Research Domain 2014Effectiveness of Olympic sponsorship by foreign and domestic companies: the influential role of consumer ethnocentrism

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.