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

Tina Streiff; Sarah Mahr

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

Tina Streiff, Sarah Mahr

언어ENG
URLhttps://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)

초록

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.

키워드

Sponsor-sponsee fit perception Cultural interest Sponsor reputation Advertising Culture

저자

Tina Streiff(Ludwig-Maximilians-University of Munich)
Sarah Mahr(Ludwig-Maximilians-University of Munich)

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