This study aimed to investigate the influence of the brand-image congruence on consumers¡¦ attitudes toward the sponsor, the advertisement, and the sports website, and it also examined the moderating effect of sports involvement. An experimental design was used to measure the attitudes of 1,063 Internet users. The results of this study showed that higher level of brand-image congruence resulted in more positive attitudes toward the sponsor, the advertisement, and the sports website, whereas the moderating effect of sports involvement was not significant. This study provides brand management implications for both sponsors and sports websites, and suggestions for future research were outlined.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0720109-122936 |
| Date | 20 July 2009 |
| Creators | Cheng, Yung-chen |
| Contributors | Chi-Cheng Huang, Su-Jen Lin, Ya-Ching Lee |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0720109-122936 |
| Rights | withheld, Copyright information available at source archive |
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