Sponsoring, brand value and social media

Revista de Administração de Empresas

Alexander Zauner²  Monika Koller¹  Matthias Fink¹ 

[1] ,Vienna University of Economics and Business Institute for Marketing-Management ,Austria

关键词: Social media;    brand value;    sponsoring;    heterogeneity;    celebrity endorser;    Mídias sociais;    valorização da marca;    patrocínio;    heterogeneidade;    celebridade endossante;    Medios sociales;    valorización de la marca;    patrocinio;    heterogeneidad;    celebridad endosante;   

DOI  :  10.1590/S0034-75902012000600009

来源: SciELO

【 摘 要 】

The increasing involvement of individuals in social media over the past decade has enabled firms to pursue new avenues in communication and sponsoring activities. Besides general research on either social media or sponsoring, questions regarding the consequences of a joint activity (sponsoring activities in social media) remain unexplored. Hence, the present study analyses whether the perceived image of the brand and the celebrity endorser credibility of a top sports team influence the perceived brand value of the sponsoring firm in a social media setting. Moreover, these effects are compared between existing customers and non-customers of the sponsoring firm. Interestingly, perceived celebrity endorser credibility plays no role in forming brand value perceptions in the case of the existing customers. Implications for marketing theory and practice are derived.

【 授权许可】

CC BY   
 All the contents of this journal, except where otherwise noted, is licensed under a Creative Commons Attribution License