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Can I read The Matching Effect of Brand and Sporting Event Personality: Sponsorship Implications on EtoBox?
The Matching Effect of Brand and Sporting Event Personality: Sponsorship Implications by Hyung-Seok Lee; Chang-Hoan Cho is a Social Sciences article available to read on EtoBox.
What is The Matching Effect of Brand and Sporting Event Personality: Sponsorship Implications about?
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.
Who reads The Matching Effect of Brand and Sporting Event Personality: Sponsorship Implications?
It is typically read by researchers, students, and practitioners in Social Sciences.
- Author
- Hyung-Seok Lee; Chang-Hoan Cho
- Publisher
- Human Kinetics
- Published
- 2009
- Language
- EN
- Field
- Social Sciences