اثر خود تجانسی با حمایت بر وفاداری به برند
|کد مقاله||سال انتشار||مقاله انگلیسی||ترجمه فارسی||تعداد کلمات|
|50879||2008||7 صفحه PDF||سفارش دهید||4816 کلمه|
Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Journal of Business Research, Volume 61, Issue 10, October 2008, Pages 1091–1097
The purpose of the paper is to extend self-image congruence research into the corporate sponsorship literature in marketing communications. We do this by developing a conceptual model showing how self-congruity with a sponsorship event affects brand loyalty. The model posits that self-congruity with a sponsorship event has a positive influence on brand loyalty, especially under two conditions: (1) when customers are aware of the firm sponsoring the event, and (2) when customers are involved with the event. The model was tested using data collected from five different surveys (total N = 1588) involving Nextel mobile communications services (brand) in relation to NASCAR Nextel Cup Series (the sponsorship event). The results provide some degree of support for the model.