KOREASCHOLAR

CULTURAL SPONSORING: HOW IMPORTANT IS FIT FOR THE SPONSEE’S IMAGE?

Tina Helen Streiff
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/271096
Download
Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
pp.653-658
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Using an experimental design, it is investigated how a cultural institution’s image dimensions are influenced by a sponsorship and its perceived level of sponsor-sponsee fit. Controlling for an individual’s cultural interest, results show that sponsors, depending on their level of congruency, can influence certain sponsee’s image associations.

Keyword
Author
  • Tina Helen Streiff(Ludwig-Maximilians-University Munich)