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| Format: | Artículo científico |
| Language: | en |
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Fundação Getulio Vargas
2012
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| Online Access: | https://www.redalyc.org/articulo.oa?id=155124720009 |
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| _version_ | 1866569542953598976 |
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| author | Alexander Zauner |
| author_facet | Alexander Zauner |
| contents | Sponsoring, brand value and social media Alexander Zauner Monika Koller Matthias Fink Administración y Contabilidad sponsoring brand value Social media heterogeneity celebrity endorser 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. 2012 artículo científico 0034-7590 https://www.redalyc.org/articulo.oa?id=155124720009 en http://www.redalyc.org/revista.oa?id=1551 RAE - Revista de Administração de Empresas application/pdf Fundação Getulio Vargas RAE - Revista de Administração de Empresas (Brasil) Num.6 Vol.52 |
| format | Artículo científico |
| id | redalyc_155124720009 |
| language | en |
| publishDate | 2012 |
| publisher | Fundação Getulio Vargas |
| spellingShingle | Sponsoring, brand value and social media Alexander Zauner Administración y Contabilidad sponsoring brand value Social media heterogeneity celebrity endorser Sponsoring, brand value and social media Alexander Zauner Monika Koller Matthias Fink Administración y Contabilidad sponsoring brand value Social media heterogeneity celebrity endorser 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. 2012 artículo científico 0034-7590 https://www.redalyc.org/articulo.oa?id=155124720009 en http://www.redalyc.org/revista.oa?id=1551 RAE - Revista de Administração de Empresas application/pdf Fundação Getulio Vargas RAE - Revista de Administração de Empresas (Brasil) Num.6 Vol.52 |
| title | Sponsoring, brand value and social media |
| topic | Administración y Contabilidad sponsoring brand value Social media heterogeneity celebrity endorser |
| url | https://www.redalyc.org/articulo.oa?id=155124720009 |