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The Effects of Brand-Image Congruence on Sports Websites Sponsorship

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.

Identiferoai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0720109-122936
Date20 July 2009
CreatorsCheng, Yung-chen
ContributorsChi-Cheng Huang, Su-Jen Lin, Ya-Ching Lee
PublisherNSYSU
Source SetsNSYSU Electronic Thesis and Dissertation Archive
LanguageCholon
Detected LanguageEnglish
Typetext
Formatapplication/pdf
Sourcehttp://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0720109-122936
Rightswithheld, Copyright information available at source archive

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