The Matching effect of brand and sporting event personality:sponsorship implications

Hyung Seok Lee; Chang Hoan Cho

doi:10.1123/jsm.23.1.41

The Matching effect of brand and sporting event personality:sponsorship implications

Hyung Seok Lee, Chang Hoan Cho

Department of Communication

Research output: Contribution to journal › Article › peer-review

92 Citations (Scopus)

Abstract

By investigating the personality congruence between brands and sporting events, this explores which brands and sporting events fit together best. The results of our , which included 373 student-subjects, showed that the pairing of "sincerity"and "diligence" sporting events yielded the best brand-event personality fit sponsorship effectiveness. Through structural-relationship testing, this study confirmed the personality congruence between a sponsoring brand and a sporting event was the most significant attitude predictor toward the sponsoring brand.

Original language	English
Pages (from-to)	41-64
Number of pages	24
Journal	Journal of Sport Management
Volume	23
Issue number	1
DOIs	https://doi.org/10.1123/jsm.23.1.41
Publication status	Published - 2009 Jan

All Science Journal Classification (ASJC) codes

Decision Sciences(all)
Orthopedics and Sports Medicine
Physical Therapy, Sports Therapy and Rehabilitation
Organizational Behavior and Human Resource Management

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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10.1123/jsm.23.1.41

Cite this

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The Matching effect of brand and sporting event personality:sponsorship implications

Abstract

All Science Journal Classification (ASJC) codes

UN SDGs

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