- Tytuł:
- The Impact of Consumer Knowledge on Brand Image Transfer in Cultural Event Sponsorship
- Autorzy:
- Karpińska-Krakowiak, Małgorzata
- Powiązania:
- https://bibliotekanauki.pl/articles/1930038.pdf
- Data publikacji:
- 2013-06-25
- Wydawca:
- Polskie Towarzystwo Socjologiczne
- Tematy:
-
consumer knowledge
brand
image transfer
event sponsorship - Opis:
- The paper presents some preliminary findings on the role of consumer knowledge in cultural event sponsorships. Using a field design, the impact of consumer knowledge on the brand image transfer wasmeasured. Two international cultural events were examined and a total of 853 respondents participated in this study. The Kruskall-Wallis and Mann-Whitney tests were performed to determine whether there were any differences in brand image transfer between experts (‘high-knowledge’ spectators) and novices (‘low-knowledge’ spectators). The results reveal that image-building effects in cultural event sponsorship are considerably less pronounced if event spectators are highly knowledgeable about an event and its sponsoring brand. The findings indicate to what extent a brand may thrive on event sponsorship and how important it is to track current market segmentation and brand positioning.
- Źródło:
-
Polish Sociological Review; 2013, 182, 2; 185-208
1231-1413
2657-4276 - Pojawia się w:
- Polish Sociological Review
- Dostawca treści:
- Biblioteka Nauki
Artykuł