The Antecedents of Image Transfer --- an Empirical Study of Event Sponsorship

Lee Zhang, Peking University, China.
Song Lin, Peking University, China
Tingting Fan, Peking University, China
One fundamental goal of event sponsorship is to transfer the image of sponsored event to the sponsor brand and consequently to strengthen the brand image. This study investigates the antecedents of image transfer based on an empirical study of a popular event named Super Girl in China (similar to American Idol). Image transfer is found to be influenced by audience perceived quality of the event and the fit between the event and the sponsor brand. Audience’s involvement and event exposure have impacts on attitude toward the event rather than image transfer. Theoretical contributions and practical implications are discussed.
[ to cite ]:
Lee Zhang, Song Lin, and Tingting Fan (2008) ,"The Antecedents of Image Transfer --- an Empirical Study of Event Sponsorship", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 938-939.