KOREASCHOLAR

REACTANCE EFFECTS IN CULTURAL SPONSORSHIPS? INVESTIGATING THE INFLUENCE OF CULTURAL INTEREST ON SPONSOR REPUTATION

Tina Streiff, Sarah Mahr
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/271866
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Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
pp.1585-1589
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Using an experimental design and controlling for sponsor-sponsee fit perceptions, it is investigated how an individual’s cultural interest impacts on a cultural sponsor’s reputation. Results display that cultural interest exerts a negative impact on the likeability dimension of a cultural sponsor’s reputation.

Keyword
Sponsor-sponsee fit perceptionCultural interestSponsor reputationAdvertisingCulture
Author
  • Tina Streiff(Ludwig-Maximilians-University of Munich)
  • Sarah Mahr(Ludwig-Maximilians-University of Munich)