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The Matching Effect of Brand and Sporting Event Personality: Sponsorship Implications
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| DC Field | Value | Language |
|---|---|---|
| dc.contributor.author | Lee, Hyung-Seok | - |
| dc.contributor.author | Cho, Chang-Hoan | - |
| dc.date.accessioned | 2021-06-23T16:03:31Z | - |
| dc.date.available | 2021-06-23T16:03:31Z | - |
| dc.date.created | 2021-01-21 | - |
| dc.date.issued | 2009-01 | - |
| dc.identifier.issn | 0888-4773 | - |
| dc.identifier.uri | https://scholarworks.bwise.kr/erica/handle/2021.sw.erica/41453 | - |
| dc.description.abstract | By investigating the personality congruence between brands and sporting events, this study explores which brands and sporting events fit together best. The results Of Our survey, which included 373 student-subjects, showed that the pairing of "sincerity" brands and "diligence" sporting events yielded the best brand-event personality fit and sponsorship effectiveness. Through structural-relationship testing, this study confirmed that the personality congruence between a sponsoring brand and a sporting event was the most significant attitude predictor toward the sponsoring brand. | - |
| dc.language | 영어 | - |
| dc.language.iso | en | - |
| dc.publisher | HUMAN KINETICS PUBL INC | - |
| dc.title | The Matching Effect of Brand and Sporting Event Personality: Sponsorship Implications | - |
| dc.type | Article | - |
| dc.contributor.affiliatedAuthor | Lee, Hyung-Seok | - |
| dc.identifier.doi | 10.1123/jsm.23.1.41 | - |
| dc.identifier.scopusid | 2-s2.0-67650695981 | - |
| dc.identifier.wosid | 000262965700003 | - |
| dc.identifier.bibliographicCitation | JOURNAL OF SPORT MANAGEMENT, v.23, no.1, pp.41 - 64 | - |
| dc.relation.isPartOf | JOURNAL OF SPORT MANAGEMENT | - |
| dc.citation.title | JOURNAL OF SPORT MANAGEMENT | - |
| dc.citation.volume | 23 | - |
| dc.citation.number | 1 | - |
| dc.citation.startPage | 41 | - |
| dc.citation.endPage | 64 | - |
| dc.type.rims | ART | - |
| dc.type.docType | Article | - |
| dc.description.journalClass | 1 | - |
| dc.description.isOpenAccess | N | - |
| dc.description.journalRegisteredClass | scie | - |
| dc.description.journalRegisteredClass | scopus | - |
| dc.relation.journalResearchArea | Social Sciences - Other Topics | - |
| dc.relation.journalResearchArea | Business & Economics | - |
| dc.relation.journalResearchArea | Sport Sciences | - |
| dc.relation.journalWebOfScienceCategory | Hospitality, Leisure, Sport & Tourism | - |
| dc.relation.journalWebOfScienceCategory | Management | - |
| dc.relation.journalWebOfScienceCategory | Sport Sciences | - |
| dc.subject.keywordPlus | IMAGE | - |
| dc.subject.keywordPlus | PARADIGM | - |
| dc.subject.keywordPlus | SCALE | - |
| dc.identifier.url | https://eds.p.ebscohost.com/eds/detail/detail?vid=0&sid=27163f17-3563-4abf-9727-37129bfd2d27%40redis&bdata=Jmxhbmc9a28mc2l0ZT1lZHMtbGl2ZQ%3d%3d#AN=36082112&db=bth | - |
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Related Researcher
- Lee, Hyung Seok
- COLLEGE OF COMMUNICATION (DEPARTMENT OF ADVERTISING & PUBLIC RELATIONS)