Sponsoring, brand value and social media
Research output: Journal contributions › Journal articles › Research
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In: Revista de Administracao de Emprasas, Vol. 52, No. 6, 01.12.2012, p. 681-691.
Research output: Journal contributions › Journal articles › Research
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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 -