Der Einfluss des Sponsoring auf das Markenverhalten von Mitarbeitenden

Research output: Journal contributionsJournal articlesResearchpeer-review


Research, so far, has insufficiently dealt with the effect of
sponsorship on employee behavior, though sponsorship is considered
to be a key determinant of brand citizenship behavior. The
present article addresses this research gap. The objective is to examine
the effect of sponsorship on brand citizenship behavior. Therefore,
a model is developed to measure the influence of sponsorship
on brand related variables. The analysis reveals that quality of
sports, cultural and environmental sponsorship drives – through
brand image and brand commitment – brand citizenship behavior.
Original languageGerman
JournalDie Unternehmung
Issue number3
Pages (from-to)289-308
Number of pages20
Publication statusPublished - 2013
Externally publishedYes

    Research areas

  • Management studies - Sponsoring, Markenimage, Markencommitment, markenkonformes Mitarbeiterverhalten, Mitarbeiterbefragung