Reduced funding and support from governments have turned regional events and festivals to seeking commercial sponsorships to maintain their financial viability. However, few studies have examined how sponsorship brand effects are formulated. Using congruity theory, the purpose of this research was to examine sponsorship brand effects in an integrative model based on the relationships among event image, sponsoring brand image, and visitors' self-images. Using a sample of 258 visitors to the Hwacheon Tomato Festival sponsored by the Ottogi brand in South Korea, structural equation modeling (SEM) was used to test the study hypotheses. The findings indicate that self-congruity with sponsoring brand image influences sponsoring brand attitude, which, in turn, influences sponsoring brand loyalty. The congruity between event image and sponsoring brand image influences sponsoring brand loyalty by mediating the effects of event attitude and sponsoring brand attitude. Self-congruity with event image influenced sponsoring brand loyalty by mediating event attitude and sponsoring brand attitude.
Tourism Management – Elsevier
Published: Aug 1, 2018
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
All the latest content is available, no embargo periods.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud