The effect of perceived image fit on brand awareness: 2002 Korea-Japan World Cup
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 March 2006
Abstract
Much of the existing research in sports sponsorship is applied in nature and devoid of serious theoretical insight regarding its role from a marketing communication effects standpoint. In this study, Taylor & Crocker's (1981) schema theory is used to interpret the phenomenon that sponsoring events exhibiting a good image fit with the brand can strengthen brand awareness. Since consumers' perceptions of the FIFA World Cup/official partners image fit enhance the brand awareness of sponsoring brands, the results have implications for the FIFA World Cup marketing parties using sports sponsorship as a strategic marketing tool.
Keywords
Citation
Koo, G.-Y., Quarterman, J. and Jackson, E.N. (2006), "The effect of perceived image fit on brand awareness: 2002 Korea-Japan World Cup", International Journal of Sports Marketing and Sponsorship, Vol. 7 No. 3, pp. 28-39. https://doi.org/10.1108/IJSMS-07-03-2006-B006
Publisher
:Emerald Group Publishing Limited
Copyright © 2006 by Winthrop Publications Limited