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The bilateral image flow in sponsorship: an extension of Prendergast, Paliwal, and Mazodier (2016)
- Authors
- Koo, Jakeun; Heo, Jun
- Issue Date
- Mar-2023
- Publisher
- Holt, Rinehart and Winston
- Keywords
- Sponsorship-linked marketing; image transfer; reverse image transfer; image flow; brand familiarity
- Citation
- International Journal of Advertising, v.43, no.2, pp 1 - 15
- Pages
- 15
- Indexed
- SSCI
SCOPUS
- Journal Title
- International Journal of Advertising
- Volume
- 43
- Number
- 2
- Start Page
- 1
- End Page
- 15
- ISSN
- 0265-0487
1759-3948
- Abstract
- This study uses a longitudinal approach to examine the sponsored event-to-sponsoring brand image transfer and the reverse image transfer from the sponsor to the event. A between-within mixed design was used to test the moderating role of familiarity in the image flow process. Findings confirmed the bi-directional flow of image is contingent upon the moderator. Specifically, images tended to flow from high-familiarity to low-familiarity entities in the context of sporting sponsorship. Both theoretical and practical implications are discussed.
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Related Researcher
- Koo, Jakeun
- COLLEGE OF BUSINESS AND ECONOMICS (DIVISION OF BUSINESS ADMINISTRATION)