Quotation Zauner, Alexander and Koller, Monika and Fink, Matthias. 2012. Sponsoring, brand value and social media. Revista de Administracao de Empresas (RAE) 52 (6): S. 681-691.


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Abstract

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.

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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Revista de Administracao de Empresas (RAE)
Citation Index SSCI
Language English
Title Sponsoring, brand value and social media
Volume 52
Number 6
Year 2012
Page from 681
Page to 691
Reviewed? Y
URL http://rae.fgv.br/rae/vol52-num6-2012/sponsoring-brand-value-and-social-media
DOI n.a.

Associations

People
Zauner, Alexander (Details)
Koller, Monika (Details)
Fink, Matthias (Former researcher)
Organization
Institute for Small Business Management and Entrepreneurship IN (Details)
Marketing Management IN (Details)
Research Institute for Liberal Professions FI (Details)
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