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The congruity effects of commercial brand sponsorship in a regional event · Study

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ArticleThe congruity effects of commercial brand sponsorship in a regional event

Hakseung Shin2018

Article2018

The congruity effects of commercial brand sponsorship in a regional event

Hakseung Shin · Hoon Lee · Richard R. Perdue

48 citations·0/0 files stored·Tourism Management

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Consumer Behavior in Brand Consumption and Identification Diverse Aspects of Tourism Research Sport and Mega-Event Impacts

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References

1988Structural equation modeling in practice: A review and recommended two-step approach.1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1999Whence Consumer Loyalty?2015A Beginner's Guide to Structural Equation Modeling 2002Consumer Trust, Value, and Loyalty in Relational Exchanges 1998Structural equation modeling with LISREL, PRELIS, and SIMPLIS basic concepts, applications, and programming 1982Self-Concept in Consumer Behavior: A Critical Review 1999A model of destination image formation

Cited by

2023Five decades of self‐congruity in consumer behaviour research: A systematic review and future research agenda 2019Influence of perceived and effective congruence on recall and purchase intention in sponsored printed sports advertising 2020Congruent charitable cause sponsorship effect: Air travelers’ perceived benefits, satisfaction and behavioral intention 2022Defining Event Marketing as Engagement-Driven Marketing Communication 2018Moral Imagination, Parasocial Brand Love, and Customer Citizenship Behavior: Travelers’ Relationship with Sponsoring Airline Brands in the United States

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2022Measuring Attitudes Toward Sponsor And Purchase Intentionarticle · 32 shared references 2011Sponsorship‐linked marketing: a set of research propositionsarticle · 17 shared references 2013Measuring the Effects of Event Sponsorship: Theoretical Frameworks and Image Transfer Modelsarticle · 17 shared references 2016Sport event-sponsor fit and its effects on sponsor purchase intentions: a non-consumer perspective among athletes, volunteers and spectatorsarticle · 15 shared references 2016Involvement and Image Transfer in Sports Sponsorshiparticle · 15 shared references 2012Evolving priorities in sponsorship: From media management to network managementarticle · 15 shared references

Details

Year2018

Typearticle

Published2018-02-04

VenueTourism Management

ISSN-L0261-5177

Languageen

Citations48

Files0 public / 0

ShelfConsumer Behavior in Brand Consumption and Identification

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doi10.1016/j.tourman.2018.01.016

openalex_workW2792281069

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2023Brand sponsorship effectiveness: how self-congruity, event attachment, and subjective event knowledge matters to sponsor brands

2022Team identification and sponsors’ altruistic motives on the effectiveness of professional soccer sponsorship

2023Fostering trust and overcoming psychological resistance towards cryptocurrencies and cryptoassets