Article1997

A model of image creation and image transfer in event sponsorship

762 citations0/0 files storedInternational Marketing Review

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

Abstract

Abstract Presents a model which identifies factors that influence the creation of an event's image. Uses theoretical perspectives from the celebrity endorsement literature to suggest that an event's image associations are transferred to the sponsoring brand through event sponsorship activities. Discusses moderating variables impacting the strength of the meaning transfer and attitude towards the brand. Offers future research directions in the form of research propositions.

Citations in this library

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1991Managing Brand Equity 1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process 1991Enhancing and Measuring Consumers' Motivation, Opportunity, and Ability to Process Brand Information from Ads

Cited by

2007Consumer Responses to Corporate Social Responsibility (CSR) Initiatives: Examining the Role of Brand-Cause Fit in Cause-Related Marketing 2005SPONSORSHIP-LINKED MARKETING: OPENING THE BLACK BOX 2001Understanding sponsorship effects 2001Social identity effects in a belief-attitude-intentions hierarchy: Implications for corporate sponsorship 2000The Influence of Social Alliances with Sports Teams on Intentions to Purchase Corporate Sponsors' Products 2007The Interrelationship between Sport Event and Destination Image and Sport Tourists' Behaviours 2003An international review of sponsorship research: extension and update 2003Corporate sponsorship of a cause: the role of identification in purchase intent

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