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

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.



Citation:

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.

Authors

Lee Zhang, Peking University, China.
Song Lin, Peking University, China
Tingting Fan, Peking University, China



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

I8. How Food Images on Social Media Influence Online Reactions

Annika Abell, University of South Florida, USA
Dipayan Biswas, University of South Florida, USA

Read More

Featured

The Effect of Psychological Control on Temporal Discounting: Conceptual and Methodological Implications

Kelly Kiyeon Lee, Georgetown University, USA
Selin A. Malkoc, Ohio State University, USA
Derek Rucker, Northwestern University, USA

Read More

Featured

I'm Scared, Want to Listen? Fear's Influence on Self-Disclosure

Anupama Mukund Bharadwaj, University of Washington, USA
Lea Dunn, University of Washington, USA
Joey Hoegg, University of British Columbia, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.