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Does Cultural Brand Sponsorship Pay Off?

Author

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  • Eun-Mi Lee

    (Dongseo University, South Korea)

  • Sungjoon Yoon

    (Kyonggi University, South Korea)

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.

Suggested Citation

  • Eun-Mi Lee & Sungjoon Yoon, 2021. "Does Cultural Brand Sponsorship Pay Off?," International Journal of Customer Relationship Marketing and Management (IJCRMM), IGI Global, vol. 12(2), pages 1-16, April.
    • Handle: RePEc:igg:jcrmm0:v:12:y:2021:i:2:p:1-16
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