TY - JOUR

T1 - Sponsoring, brand value and social media

AU - Fink, Matthias

AU - Zauner, Alexander

AU - Koller, Monika

PY - 2012/12/1

Y1 - 2012/12/1

N2 - The increasing involvement of individuals in social media over the past decade has enabled firms to pursue new avenues in communication and sponsoring activities. Besides general research on either social media or sponsoring, questions regarding the consequences of a joint activity (sponsoring activities in social media) remain unexplored. Hence, the present study analyses whether the perceived image of the brand and the celebrity endorser credibility of a top sports team influence the perceived brand value of the sponsoring firm in a social media setting. Moreover, these effects are compared between existing customers and noncustomers of the sponsoring firm. Interestingly, perceived celebrity endorser credibility plays no role in forming brand value perceptions in the case of the existing customers. Implications for marketing theory and practice are derived.

AB - The increasing involvement of individuals in social media over the past decade has enabled firms to pursue new avenues in communication and sponsoring activities. Besides general research on either social media or sponsoring, questions regarding the consequences of a joint activity (sponsoring activities in social media) remain unexplored. Hence, the present study analyses whether the perceived image of the brand and the celebrity endorser credibility of a top sports team influence the perceived brand value of the sponsoring firm in a social media setting. Moreover, these effects are compared between existing customers and noncustomers of the sponsoring firm. Interestingly, perceived celebrity endorser credibility plays no role in forming brand value perceptions in the case of the existing customers. Implications for marketing theory and practice are derived.

KW - Entrepreneurship

KW - Management studies

KW - Gründung

KW - Brand value

KW - Celebrity endorser

KW - Heterogeneity

KW - Social media

KW - Sponsoring

KW - Brand value

KW - Celebrity endorser

KW - Heterogeneity

KW - Social media

KW - Sponsoring

UR - http://www.scopus.com/inward/record.url?scp=84870369017&partnerID=8YFLogxK

UR - https://www.mendeley.com/catalogue/595e0061-0281-3e75-8f5d-192f054a7f69/

U2 - 10.1590/S0034-75902012000600009

DO - 10.1590/S0034-75902012000600009

M3 - Journal articles

VL - 52

SP - 681

EP - 691

JO - Revista de Administracao de Emprasas

JF - Revista de Administracao de Emprasas

SN - 0034-7590

IS - 6

ER -