The Impact of Cultural Congruence in Media Sponsorships on Iconic Brand Desirability: Moderating Effects of Cultural Fandom and Threat Perception

Gedas Kucinskas ()
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Gedas Kucinskas: ISM University of Management and Economics

Tržište/Market, 2025, vol. 37, issue 1, 33-51

Abstract: Purpose – This study explores the consumer perceptions of iconic brands and influence of cultural congruence of TV show sponsorships on brand desire. It looks at moderating effects of cultural fandom and threat perceptions of iconic brands. Design/Methodology/Approach – Employing a 2x2 between-subjects experimental design, this research manipulated brand iconicity (iconic vs. non-iconic) and cultural context (local vs. foreign) through scenarios involving brands and TV shows. Participants from the US, who were recruited via Mechanical Turk, responded to various measures concerning brand perception and cultural association on a 7-point Likert scale. Findings and implications – Iconic brands were perceived to be more desirable, appealing, and attractive. The findings underscore that iconic brands paired with culturally congruent sponsorships enhance brand desirability. Desire for iconic brands is moderated by individual cultural orientations and iconicity – by perceptions of foreign threat. This study extends iconic brands theory by demonstrating the synergistic effect of cultural congruence on brand desirability. It highlights the strategic importance of aligning brand messages with cultural values to amplify consumer engagement. Limitations – The study’s primary limitations include its focus on a predominantly American context, with a sample size that may not capture the full spectrum of global consumer behavior. Originality – This research study contributes original insights into the dynamic interplay between brand iconicity/culture and cultural congruence, providing empirical evidence on how cultural fit enhances consumer perceptions. It offers valuable implications to brand managers on leveraging cultural elements of sponsorships to enhance brand equity.

Keywords: iconic brands; consumer perception; media sponsorship; cultural fandom (search for similar items in EconPapers)
Date: 2025
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