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The Influence Of Brand Preference On Brand Image Transfer: A Research On Brand Event Congruity In Sponsorship

ABSTRACT

Despite the growing attention for sponsorship's, few studies have focused on brand image issues. This article reports findings of an experimental research in which participants assessed the degree to which an event’s image associations were transferred to a brand through event sponsorship's. Results indicated that congruent sponsorship's enhance image transfer, as opposed to incongruent sponsorship's. This interaction effect was moderated by brand preferences. Participants with weak brand preferences ranked highest on brand image transfer in the incongruent condition, whereas participants with strong brand preferences were more likely to engage in image transfer when they were exposed to congruent brand event sponsorship. The latter group ranked lowest on brand image transfer in the incongruent condition. The research utilizes a 2 x 2 factorial design where two variations of brand event congruity (congruent vs. incongruent) and two different conditions of brand preferences (low vs. high) are used to test the influence of different sponsorship's on the brand image beliefs of a new product.

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The Influence Of Brand Preference On Brand Image Transfer: A Research On Brand Event Congruity In Sponsorships

ABSTRACT

Despite the growing attention for sponsorships, few studies have focussed on brand image issues. This article reports findings of an experimental research in which participants assessed the degree to which an event’s image associations were transferred to a brand through event sponsorships.

Results indicated that congruent sponsorships enhance image transfer, as opposed to incongruent sponsorships. This interaction effect was moderated by brand preferences. Participants with weak brand preferences ranked highest on brand image transfer in the incongruent condition, whereas participants with strong brand preferences were more likely to engage in image transfer when they were exposed to congruent brand – event sponsorship. The latter group ranked lowest on brand image transfer in the incongruent condition. The research utilizes a 2 x 2 factorial design where two variations of brand –

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Brand Personality Differentiation in Formula One Motor Racing: An Australian View

Introduction

In a previous paper (Donahay & Rosenberger 2007), we investigated the effectiveness of image transfer from a Formula One (F1) team to the principal sponsor by measuring the brand-personality (BP) congruency between the team and principal sponsor when affected by the functional congruity of the sponsor brand and F1 team and the team’s level of winning performance. In this paper, we revisit the data and specifically assess Aaker’s (1997) BP construct as a tool for detecting differences in the BP profiles of four F1 team brands (Ferrari, Williams, B.A.R., Jaguar) as perceived by Australian F1 fans.

By associating with the characteristics of a sporting team, event or well-known athlete, sports sponsorship seeks to increase brand loyalty, create awareness, change or reinforce their image, drive retail or dealer traffic and stimulate sales, trial and usage

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Consuming Research on Brand Recognition on Mobile Phones Purchase in Beijing

Abstract

Brand management has become increasingly important, given the rapid changes in the global market and the elevation of competition. A sound brand image creates clear product differentiation, consumer preference and loyalty. In the beginning, the entire market of Chinese mobile telephone was occupied by the foreign companies. This phase has continued over ten years until the beginning of 1999, when some homebred brands entered the mobile phone market in succession. After five years, the homebred brands formed a certain scale. At present there are several hundred brands of mobile phones in China, including foreign brands such as Nokia, Motorola, Samsung and Chinese brands such as Amoi, Bird, TCL. However, most of Chinese use cell phones of Nokia, Motorola and Samsung due to their good brands. This dissertation aims to study brand and brand recognition in order to identify its importance to...

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