The effect of perceived image fit on brand awareness: 2002 Korea-Japan World Cup

Much of the existing research in sports sponsorship is applied in nature and devoid of serious theoretical insight regarding its role from a marketing communication effects standpoint. In this study, Taylor & Crocker's (1981) schema theory is used to interpret the phenomenon that sponsoring...

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Bibliographic Details
Published in:International journal of sports marketing & sponsorship 2006-03, Vol.7 (3), p.28-39
Main Authors: Koo, Gi-Yong, Quarterman, Jerome, Jackson, E. Newton
Format: Article
Language:eng ; jpn
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Summary:Much of the existing research in sports sponsorship is applied in nature and devoid of serious theoretical insight regarding its role from a marketing communication effects standpoint. In this study, Taylor & Crocker's (1981) schema theory is used to interpret the phenomenon that sponsoring events exhibiting a good image fit with the brand can strengthen brand awareness. Since consumers' perceptions of the FIFA World Cup/official partners image fit enhance the brand awareness of sponsoring brands, the results have implications for the FIFA World Cup marketing parties using sports sponsorship as a strategic marketing tool.
ISSN:1464-6668
DOI:10.1108/IJSMS-07-03-2006-B006