Activity: Talk or presentation › Oral presentation
This study investigates the role of event sponsorship whilst examining the moderating effect of consumer’s event involvement on overall brand-event image congruence. An experiment was implemented whereby the manipulation group is exposed to sponsorship by the visual pairing of the brand and event. An online questionnaire and subsequent analyses established that sponsorship has a positive impact on the brand-event image congruence. The manipulation group scores were significantly higher for nine out of ten associations on brand-event image scores. A nonlinear effect of the proposed moderator (event-involvement with a sponsored event) revealed an inverted-U effect on overall brand-event image congruence.
26 Jun 2014
13th International Conferences on Research in Advertising, ICORIA 2014