Does Cultural Brand Sponsorship Pay Off?

Eun-Mi Lee and Sungjoon Yoon
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Eun-Mi Lee: Dongseo University, South Korea
Sungjoon Yoon: Kyonggi University, South Korea

International Journal of Customer Relationship Marketing and Management (IJCRMM), 2021, vol. 12, issue 2, 1-16

Abstract: This study aims to find out whether a company's cultural sponsorship activities contribute to improving the consumers' attitude toward the company's product ads. To do so, the researchers adopted three intermediate factors such as corporate image, self-brand congruity, and self-monitoring. This study found that consumer attitude toward cultural sponsorship significantly affects corporate image. Self-brand congruity significantly mediates between attitude toward cultural sponsorship and the company's product ad attitude measured for two types of ads: image-based ad and product-based ad. This study also found that self-monitoring with cultural sponsorship activities significantly moderate between self-brand congruity and ad attitude. The finding that not only the corporate image but the attitude toward cultural sponsorship contributed to a positive ad attitude through brand congruity sheds significant strategic insights for brand management.

Date: 2021
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International Journal of Customer Relationship Marketing and Management (IJCRMM) is currently edited by Riyad Eid

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