Defining and Measuring Company Image

Johnson, Madeline; Zinkhan, George M.

doi:10.1007/978-3-319-13254-9_68

Cited by 29 publications

(30 citation statements)

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“…Attitude toward the sponsor, brand image, and brand preference Event sponsorship leads to favourable perceptions of a sponsoring firm and its brands, the importance of which is already well established (Johnson and Zinkhan 1990). Personal interaction with the sponsor's products during an event appears to enhance brand personality, a desirable trait in equity building (D.A.…”

Section: Sporting Event Experience Search (Sees)mentioning

confidence: 96%

Sports sponsorship effects on customer equity: an Asian market application

Liu

Kim

Choi

et al. 2015

International Journal of Advertising

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The authors of this study investigate sponsorship effects on customers in Korea and China, specifically to determine whether current sponsorship research applies to Asian countries and whether the model is significantly different between Korea and China. For this purpose, 251 Koreans and 309 Chinese participated in a survey. The findings suggest that appropriate fit between the sponsor and the sports event enhances brand loyalty and customer equity by positively influencing attitude toward the sponsor and brand image. However, in China, the sponsor's fit did not directly impact brand image. As expected, sporting event experience search positively affects attitudes toward the sponsoring brand, which enhances brand image. Koreans' more favourable attitude toward the sponsoring brand positively influences their brand preference, but favourable attitude does not significantly affect Chinese consumers' perceived congruency with a product. Brand image positively impacted brand preference, and therefore confirms brand personality's congruence effect in both countries. Both brand image and brand preference directly and positively enabled brand loyalty to develop more favourable customer equity. Koreans, however, showed higher effects in the relationships between brand image and brand loyalty and between brand loyalty and customer equity.

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Section: Sporting Event Experience Search (Sees)mentioning

confidence: 96%

Sports sponsorship effects on customer equity: an Asian market application

Liu

Kim

Choi

et al. 2015

International Journal of Advertising

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“…To further examine the specific characteristics of sponsors is necessary not only to clearly explain consumers' attitude toward sponsors (Johnson and Zinkhan, ; Speed and Thompson, ) and overall sponsorship (Ko and Kim, ) but also to explain their impact on consumers' attitudes toward the event property (Ruth and Simonin, ). In their seminal work of sponsorship effectiveness, Speed and Thompson () proposed and tested a comprehensive framework that incorporates key determinants of consumer responses (i.e., attention, favorability, and willingness to use sponsor's product).…”

mentioning

confidence: 99%

Determinants of consumer attitude toward corporate sponsors: A comparison between a profit and nonprofit sport event sponsorship

Chang

Park

et al. 2016

J of Consumer Behaviour

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The purposes of the present study were to identify key attributes of sponsors that positively influence consumers' attitude formation and to examine the moderator role of sport event types (nonprofit vs. profit). Based on the theories of range and selective attention, we hypothesized that consumers weigh differently on particular sponsorship attributes depending on event type (i.e., profit vs. nonprofit) in constructing their attitude. The study utilized multi-group structural equation modeling on data collected by questionnaire survey from a total of 505 spectators of college sport event (n = 303) and FIFA World Cup (n = 202). Results of structural equation modeling test indicate that prominence of sponsors is an important predictor of consumer attitude in both events, while sincerity of sponsors was found to be important in local and amateur college sport event sponsorship. From a theoretical perspective, the current study sheds light on sponsorship study, particularly the importance of examining sponsor characteristics in predicting consumer attitude and the event type as a moderating variable. A key practical implication is that sport managers should carefully examine consumers' perceptions toward sponsor characteristics in making their event sponsorship decisions. Note: SE = standard error; CR = construct reliability; AVE = average variance extracted; AAA = American Automobile Association. 180 Y. J. Ko et al. Note: Changes of ≤0.010 in RMSEA indicate invariance (Chen 2007). RMSEA = root mean squared error of approximation; CFI = comparative fit index. *p < 0.05.Consumer attitude toward sponsor

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“…The second group of authors presents the corporate image as perceptions, (mental) pictures or impressions of an organization that reside in the public's mind (Grönroos, 1984;Johnson & Zinkhan, 2015;Balmer, 1995;Gray & Balmer, 1998;Balmer & Gray, 2000;Gotsi & Wilson, 2001;Balmer & Greyser, 2002).…”

Section: Corporate Imagementioning

confidence: 99%

Factors Influencing Destination Image in Distant Culture Countries: The Role of Corporate Image

Tapia¹,

Martínez²,

Robles³

2017

JTHM

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The present work aims to explain more deeply the theory of the image of tourist destination and its process of formation, specifically regarding the factors that influence the above-mentioned process. For this purpose, the knowledge of two fields of study, the image of the tourist destination and the corporate image, is combined in order to analyse their possible interdependent relationship. To explore the possible relations between both elements, a theoretical model has been developed and confirmed using a survey carried out on a sample of 307 Korean citizens.The results reveal that the degree of familiarity of the Spanish companies in South Korea can be considered to be a more influential factor in the image of Spain as a tourist destination. This fact might have important economic implications, since tourism is turning into a key driver of socio-economic progress.

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Defining and Measuring Company Image

Cited by 29 publications

References 0 publications

Sports sponsorship effects on customer equity: an Asian market application

Sports sponsorship effects on customer equity: an Asian market application

Determinants of consumer attitude toward corporate sponsors: A comparison between a profit and nonprofit sport event sponsorship

Factors Influencing Destination Image in Distant Culture Countries: The Role of Corporate Image

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