Sponsoring, brand value and social media

Main Article Content

Alexander Zauner
Monika Koller
Matthias Fink

Abstract

The increasing involvement of individuals in social media over the past decade has enabled firms to pursue new avenues in communication and sponsoring activities. Besides general research on either social media or sponsoring, questions regarding the consequences of a joint activity (sponsoring activities in social media) remain unexplored. Hence, the present study analyses whether the perceived image of the brand and the celebrity endorser credibility of a top sports team influence the perceived brand value of the sponsoring firm in a social media setting. Moreover, these effects are compared between existing customers and non-customers of the sponsoring firm. Interestingly, perceived celebrity endorser credibility plays no role in forming brand value perceptions in the case of the existing customers. Implications for marketing theory and practice are derived.

Downloads

Download data is not yet available.

Metrics

Metrics Loading ...

Article Details

How to Cite
ZAUNER, A.; KOLLER, M.; FINK, M. Sponsoring, brand value and social media. RAE - Revista de Administracao de Empresas , [S. l.], v. 52, n. 6, p. 681–691, 2012. Disponível em: https://periodicos.fgv.br/rae/article/view/30410. Acesso em: 21 feb. 2024.
Section
Forum
Author Biographies

Alexander Zauner

Professor at Institute for Marketing-Management, Vienna University of Economics and Business, Austria.

Monika Koller

Professor at Institute for Marketing-Management, Vienna University of Economics and Business, Austria.

Matthias Fink

Professor for International Small Business Management and Innovation at the Leuphana University Lüneburg (Germany) and Head of the Research Institute for Liberal Professions, Vienna University of Economics and Business, Austria.