Brand evaluations in sponsorship versus celebrity endorsement

IF 2.4 4区 管理学 Q3 BUSINESS
Oliver Schnittka, J. Hofmann, Marius Johnen, Carsten Erfgen, Z. Rezvani
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引用次数: 1

Abstract

Prior research conceptually assumes that sponsorships might have a stronger impact on brand attitude than do celebrity endorsements primarily due to the more indirect and less commercial intent to persuade. However, empirical evidence is lacking on why and under what conditions this assumed effect of sponsorships actually occurs. This paper empirically analyses potential mediating and moderating drivers of the effect of sponsorships compared with that of celebrity endorsements. The results reveal that higher level of perceived brand authenticity mediates the effect of sponsorships versus celebrity endorsement on brand attitude. Furthermore, the effect of sponsorships on brand authenticity is superior when (a) relative corporate social responsibility (CSR) spending in the industry is low and (b) the corporate reputation of the firm is good.
赞助与名人代言中的品牌评价
先前的研究从概念上假设赞助可能比名人代言对品牌态度的影响更大,主要是因为赞助更间接,更少的商业意图。然而,关于赞助的这种假设效应为什么以及在什么条件下实际发生,缺乏经验证据。本文实证分析了赞助效应与名人代言效应的潜在中介和调节驱动因素。结果表明,较高的品牌真实性感知水平在赞助与名人代言对品牌态度的影响中起中介作用。此外,当(a)行业内相对企业社会责任(CSR)支出较低,(b)企业声誉良好时,赞助对品牌真实性的影响更大。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
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