Brand Image Congruence Through Sponsorship of Sporting Events: a Re-Inquiry of Gwinner and Eaton (1999)

Eunseon (Penny) Kwon, University of Missouri, USA
S. Ratneshwar, University of Missouri, USA
Eunjin (Anna) Kim, Southern Methodist University, USA
This re-inquiry of Gwinner and Eaton (1999) avoids a major methodological shortcoming of their study. Results confirm that brand sponsorship leads to image congruence between sponsoring brands and sporting events. Further, the results support the moderating role of high (vs. low) functional similarity, but not high (vs. low) image-based similarity.
[ to cite ]:
Eunseon (Penny) Kwon, S. Ratneshwar, and Eunjin (Anna) Kim (2015) ,"Brand Image Congruence Through Sponsorship of Sporting Events: a Re-Inquiry of Gwinner and Eaton (1999)", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 794-794.