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What Happens When the Apple Sponsors the Orange? : Congruent and Incongruent Matches of Brands with Events and Image Transfer Effect브랜드와 이벤트간의 조화여부에 따른 이미지 전이효과에 관한 연구
- Other Titles
- 브랜드와 이벤트간의 조화여부에 따른 이미지 전이효과에 관한 연구
- Authors
- Kim, Dae-Hee; Shim, Sung Wook; Kim, Jinsoo
- Issue Date
- Dec-2010
- Publisher
- 한국광고학회
- Keywords
- Sponsorship; Event; Branding; 스폰서쉽; 이벤트; 브랜딩
- Citation
- 광고학연구, v.21, no.6, pp.183 - 205
- Indexed
- KCI
- Journal Title
- 광고학연구
- Volume
- 21
- Number
- 6
- Start Page
- 183
- End Page
- 205
- ISSN
- 1225-0554
- Abstract
- In an investigation of congruence in sponsorships, this study empirically examined the effect of image transfer through sponsorship. An experiment was conducted using simulated press releases about sponsorships between an event and an unknown brand. Contradictory to findings in previous literatures, the results from the present experiment revealed that the effects of image transfer can be increasedwhen the match between the sponsoring brand and the sponsored event is incongruent rather than congruent. In addition, the effects of articulation in image transfer were not different and significant in both congruent and incongruent matches. Implications and directions for future research are discussed.
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Related Researcher
- Shim, Sung Wook
- COLLEGE OF COMMUNICATION (DEPARTMENT OF ADVERTISING & PUBLIC RELATIONS)