What Happens When the Apple Sponsors the Orange? : Congruent and Incongruent Matches of Brands with Events and Image Transfer Effect
- Title
- What Happens When the Apple Sponsors the Orange? : Congruent and Incongruent Matches of Brands with Events and Image Transfer Effect
- Other Titles
- 브랜드와 이벤트간의 조화여부에 따른 이미지 전이효과에 관한 연구
- Author
- 심성욱
- Keywords
- Sponsorship; Event; Branding; 스폰서쉽; 이벤트; 브랜딩
- Issue Date
- 2010-12
- Publisher
- 한국광고학회
- Citation
- 광고학연구, v. 21, NO. 6, Page. 183-205
- Abstract
- In an investigation of congruence in sponsorships, this study empirically examined the effect of image transfer through sponsorship. An experiment was conducted using simulated press releases about sponsorships between an event and an unknown brand. Contradictory to findings in previous literatures, the results from the present experiment revealed that the effects of image transfer can be increasedwhen the match between the sponsoring brand and the sponsored event is incongruent rather than congruent. In addition, the effects of articulation in image transfer were not different and significant in both congruent and incongruent matches. Implications and directions for future research are discussed.;스폰서쉽의 조화성 연구 중에서도 이 연구는 스폰서쉽을 통한 이미지전이 효과를 조사하였다. 이벤트와 가상 브랜드간의 스폰서쉽에 관한 언론보도를 이용한 실험이 진행되었다. 기존의 연구와 달리, 이 연구의 결과에서는 스폰서브랜드와 이벤트간의 조화가 되지 않을 때, 이미지전이가 일어나는 것으로 나타났다. 또한 이미지전이는 인지적 필요에 있어 개인간의 차이에 따라 다르게 나타났다. 마지막으로, 표현에 관한 효과는 유의미하지 않은 것으로 나타났다.
- URI
- https://www.earticle.net/Article/A132926https://repository.hanyang.ac.kr/handle/20.500.11754/186333
- ISSN
- 1225-0554
- Appears in Collections:
- COLLEGE OF COMMUNICATION[E](언론정보대학) > ADVERTISING & PUBLIC RELATIONS(광고홍보학과) > Articles
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