Tourist Perceptions of Event–Sponsor Brand Fit and Sponsor Brand Attitude

Shu, Shih-Tung; King, Brian; Chang, Ching-Hung

doi:10.1080/10548408.2014.946576

Cited by 7 publications

(3 citation statements)

References 51 publications

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“…The result of RQ2 revealed that the new method has been the predominant measurement method in empirical tourism research applying SC theory. On the other hand, there are numerous studies which were published after the 2010s in top-tier journals using the traditional method (Boksberger et al, 2011;Kastenholz, 2010;Khoo-Lattimore & Prayag, 2016;Hung & Petrick, 2011;Shu et al, 2015;Xu & Pratt, 2018), although Sirgy et al (1997) and Sirgy and Su (2000) proposed that the traditional method has three key problems (the use of discrepancy scores, predetermined images and a compensatory decision rule). Thus, it is believed that comparative research should further re-explore the advantages and disadvantages of these methods within the context of tourism.…”

Section: Journal Of Travel and Tourism Marketingmentioning

confidence: 99%

Self-congruity theory in tourism research: A systematic review and future research directions

Sop¹

2020

EJTR

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This study aims to generate future research directions by discovering how self-congruity theory has been applied in tourism research so far. The systematic literature review method was employed and 53 articles applying self-congruity theory published in 20 top-tier tourism journals between 1992-2019 were content analysed. Findings revealed that the most prominent journal in publishing self-congruity research was the Journal of Travel and Tourism Marketing, most of the relevant articles followed a quantitative research design and utilized the new method of measuring self-congruity which obviates the discrepancy scores problem of the traditional method by measuring self-congruity directly, actual self-congruity was the most considered self-congruity dimension and the theory was investigated mostly with regards to destinations. Future directions for self-congruity researchers were generated according to these parameters.

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Section: Journal Of Travel and Tourism Marketingmentioning

confidence: 99%

Self-congruity theory in tourism research: A systematic review and future research directions

Sop¹

2020

EJTR

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“…sponsored organizations, causes, events or individuals) is important for predicting sponsorship effects. Studies have provided evidence that sponsor–property fit is one of the key factors stimulating sponsor recall (Grohs et al ., 2004; Han et al ., 2013) and brand favorability (Han et al ., 2013; Shu et al ., 2015), as well as likelihood to buy from sponsors (Han et al , 2013). Therefore, consumers who perceive the brand–event image fit of sponsorships as congruent are likely to have more positive cognitive and affective responses to the brands in question.…”

Section: Literature Reviewmentioning

confidence: 99%

Sponsoring the football national team

Brochado

Dionísio

Leal

2018

JBIM

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Purpose A key concern in sports sponsorship decisions is knowing under what conditions sponsorship can effectively act as a brand building tool. The purpose of this study is to list attributes to use when examining congruency in the sponsorship of national football teams. The second aim was to test whether being a client of the sponsor brand and being involved with the sponsee moderates the relationship between image congruence and sponsorship response. Design/methodology/approach Data were collected on four sponsors of the Portuguese national team, just before the 20th Fédération Internationale de Football Association World Cup. Analyses were conducted on a representative national sample of fans. The research design encompassed a two-step approach. First, qualitative analysis identified the main attributes that fans associate with the national team. In the second quantitative phase, moderated regression analysis was used to test the proposed model. Findings This study confirmed sponsor–sponsee congruence in seven attributes (i.e. national symbol, strength, strong emotions, happiness, optimism, connection and positive feelings) enhances positive brand image and fans’ involvement with the national team moderates this relationship. Positive sponsorship outcomes tend to be higher for sponsors when fans are currently clients of the sponsor brand. Originality/value This study adds to previous research by using mixed methods to study sponsor–sponsee congruence regarding national teams and by testing whether fans being clients of sponsors and being involved with sponsees moderate sponsor–sponsee congruence.

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“…Recruiting procedures based on the assessment of knowledge, skills and work experience have been proven to be more successful when supplementing them with measures testing and validating congruence between individual values and the organization's value system (Arthur et al 2006;Morley 2007). A concept that has been derived from the person-organization fit, but with a broader and more inclusive scope, is the concept of person-brand fit (Hurrell and Scholarios 2014;Matzler et al 2011;Shu, King, and Chang 2015). However, in the departmental context, it can be likewise understood as the processes designed to enable the judgement of compatibility between individual values and organizational values, and the measures to encourage alignment between employees and the cultural value system of the organization (Holt 2003;Schneider, Goldstein, and Smith 1995).…”

Section: Selecting Staff Showing a High Person-brand Fitmentioning

confidence: 99%

Introducing a departmental branding model to improve the visibility and legitimacy of internal support functions

Kurscheidt¹

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Branding for its part has experienced similar to marketing a broadening of the concept (Bastos and Levy 2012; Merz, He, and Vargo 2009). From being seen as a sub-discipline of marketing focusing only on product attributes (Louro and Cunha 2001), the relationship-focus era (Blackston 1992; Webster 2000) with its shift to brand value co-created by all stakeholders of the brand, has paved the way for branding to broaden in its own right (Ballantyne and Aitken 2007; Brodie, Glynn, and Little 2006). However, for the particular area in the organization – the department itself – only little research can be found on the application of branding in an inter-departmental context of a corporation (Beck 2010; Benson and Kinsella 2017; Cheskis 2012; Esser and Schelenz 2011; Jessl 2010; Rahman and Areni 2010; Siems and Lackus 2010). For instance, Siems and Lackus (2010, p. 32) observed: “what remains neglected is the understanding of internal customer-supplier relations and the relevance of branding in this relationship as an essential element of internal marketing (…). This is interesting – and important – because the sub-units themselves can represent the own brand and brand personalities: Internal services can be ‘internal brands’.” Within the organization, departments compete for scarce resources such as power, budget, personnel, top management awareness, recognition and legitimacy (Hybels 1995; Tyler 2006; Verhoef and Leeflang 2009; Webster Jr., Malter, and Ganesan 2005). In particular, internal support functions face challenges in their internal market for visibility and legitimacy e.g. due to their subordinate and “invisible” position in the value chain (Menon 2012; Park et al. 2012; Porter 1985; Rust et al. 2004). Despite there being a need for departments to position themselves in their own competing environment, there is no branding model with which such a sub-organization can address its market and business challenges. This thesis is a first attempt to close this research gap by proposing and discussing a model for departmental branding that can be applied to internal departments. The model shows what elements and stages comprise a departmental branding model and how it can contribute to improving visibility and legitimacy. Of particular note is next to the aspect of brand identity the central importance of employee branding as being a source of high influence on the brand equity for internal departments. Structural equation modeling (SEM) was used to identify the determinants of departmental brand equity. It could be revealed that departmental brand trust, predicted by communication and customer-supplier relationships, has the strongest effects on departmental brand equity. This allows to conclude that departmental brand equity is built through the internal customer’s social interactions and relations with the department’s employees. Finally, an action-oriented case study was conducted to provide practical insights into the application of departmental branding for the purpose of increasing the visibility and legitimacy of an internal support function. Learnings are discussed as well as facilitators and barriers derived for the successful adoption of the departmental branding model in future research.

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Tourist Perceptions of Event–Sponsor Brand Fit and Sponsor Brand Attitude

Cited by 7 publications

References 51 publications

Self-congruity theory in tourism research: A systematic review and future research directions

Self-congruity theory in tourism research: A systematic review and future research directions

Sponsoring the football national team

Introducing a departmental branding model to improve the visibility and legitimacy of internal support functions

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