IDEAS home Printed from https://ideas.repec.org/a/zag/market/v37y2025i1p33-51.html
   My bibliography  Save this article

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

Author

Listed:
  • Gedas Kucinskas

    (ISM University of Management and Economics)

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.

Suggested Citation

  • Gedas Kucinskas, 2025. "The Impact of Cultural Congruence in Media Sponsorships on Iconic Brand Desirability: Moderating Effects of Cultural Fandom and Threat Perception," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 37(1), pages 33-51.
  • Handle: RePEc:zag:market:v:37:y:2025:i:1:p:33-51
    as

    Download full text from publisher

    File URL: https://hrcak.srce.hr/file/481850
    Download Restriction: None
    ---><---

    References listed on IDEAS

    as
    1. Marc Mazodier & Dwight Merunka, 2012. "Achieving brand loyalty through sponsorship: the role of fit and self-congruity," Post-Print hal-01822308, HAL.
    2. Andy Choi & Franco Papandrea & Jeff Bennett, 2007. "Assessing cultural values: developing an attitudinal scale," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 31(4), pages 311-335, December.
    3. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    4. Sujin Bae & Timothy Hyungsoo Jung & Natasha Moorhouse & Minjeong Suh & Ohbyung Kwon, 2020. "The Influence of Mixed Reality on Satisfaction and Brand Loyalty in Cultural Heritage Attractions: A Brand Equity Perspective," Sustainability, MDPI, vol. 12(7), pages 1-22, April.
    5. Neda Letukytė & Sigitas Urbonavičius, 2022. "Impact of the Congruence Between Brand Personality and Consumer Personality on Emotional Loyalty: What Makes Apple and Samsung Different," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 34(1), pages 59-77.
    6. Carlos J. Torelli, 2013. "Putting It All Together: Why and How to Build an Iconic Brand," Palgrave Macmillan Books, in: Globalization, Culture, and Branding, chapter 0, pages 111-133, Palgrave Macmillan.
    7. Doszhan Baibokonov & Yongzhong Yang & Yunyan Tang & Md Sajjad Hosain, 2021. "Understanding the traditional mares’ milk industry’s transformation into a creative industry: Empirical evidence from Kazakhstan," Growth and Change, Wiley Blackwell, vol. 52(2), pages 1172-1196, June.
    8. Verena Batt & Matthias Holzer & Manfred Bruhn & Sven Tuzovic, 2021. "Effects of sponsorship quality and quantity on employee brand behavior," Journal of Brand Management, Palgrave Macmillan, vol. 28(5), pages 495-509, September.
    9. Carlos J. Torelli & Maria A. Rodas, 2024. "Cultural Frameworks in Business," Springer Books, in: Globally-Minded Marketing, chapter 0, pages 45-63, Springer.
    10. Ji Kyung Park & Deborah Roedder John, 2010. "Got to Get You into My Life: Do Brand Personalities Rub Off on Consumers?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(4), pages 655-669, December.
    11. Jean-Noël Kapferer & Isabelle Schuiling, 2004. "Executive Insights: Real Differences Between Local and International Brands: Strategic Implications for International Marketers," Post-Print hal-00781539, HAL.
    12. Dawar, Niraj & Lei, Jing, 2009. "Brand crises: The roles of brand familiarity and crisis relevance in determining the impact on brand evaluations," Journal of Business Research, Elsevier, vol. 62(4), pages 509-516, April.
    13. Gary Charness & Yan Chen, 2020. "Social Identity, Group Behavior, and Teams," Annual Review of Economics, Annual Reviews, vol. 12(1), pages 691-713, August.
    14. Bernard Cova & Simona D'Antone, 2016. "Brand Iconicity vs. Anti-Consumption Well-Being Concerns: The Nutella Palm Oil Conflict," Journal of Consumer Affairs, Wiley Blackwell, vol. 50(1), pages 166-192, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Shyh-Ming Huang & Shyh-Rong Fang & Shih-Chieh Fang & Chao-Chin Huang, 2016. "The influences of brand benefits on brand loyalty: Intermediate mechanisms," Australian Journal of Management, Australian School of Business, vol. 41(1), pages 141-160, February.
    2. Ioannis Rizomyliotis & Athanasios Poulis & Kleopatra Konstantoulaki & Apostolos Giovanis, 2021. "Sustaining brand loyalty: The moderating role of green consumption values," Business Strategy and the Environment, Wiley Blackwell, vol. 30(7), pages 3025-3039, November.
    3. Desveaud, Kathleen & Mandler, Timo & Eisend, Martin, 2024. "A meta-model of customer brand loyalty and its antecedents," Journal of Business Research, Elsevier, vol. 176(C).
    4. Halkias, Georgios & Micevski, Milena & Diamantopoulos, Adamantios & Milchram, Christine, 2017. "Exploring the effectiveness of foreign brand communication: Consumer culture ad imagery and brand schema incongruity," Journal of Business Research, Elsevier, vol. 80(C), pages 210-217.
    5. Riadh Ladhari & Soumaya Cheikhrouhou & Miguel Morales & Emna Zaaboub, 2022. "Antecedents and consequences of emotional attachment to sport teams brands," Journal of Brand Management, Palgrave Macmillan, vol. 29(5), pages 454-469, September.
    6. Viktoria Maria Radler, 2018. "20 Years of brand personality: a bibliometric review and research agenda," Journal of Brand Management, Palgrave Macmillan, vol. 25(4), pages 370-383, July.
    7. Muhsina Jannat & Md. Mahmudul Haque & Mohammad Ashraful Ferdous Chowdhury, 2024. "Does Trust Mediate in Corporate Social Responsibility (CSR) and Brand Equity Nexus? Empirical Evidence from the Banking Sector," FIIB Business Review, , vol. 13(3), pages 340-355, May.
    8. Mónica Gómez-Suárez & María Jesús Yagüe, 2021. "Making Sense from Experience: How a Sustainable Multi-Sensory Event Spurs Word-of-Mouth Recommendation of a Destination Brand," Sustainability, MDPI, vol. 13(11), pages 1-19, May.
    9. Anna J. Vredeveld & Robin A. Coulter, 2019. "Cultural experiential goal pursuit, cultural brand engagement, and culturally authentic experiences: sojourners in America," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 274-290, March.
    10. Yibei Pu & Norzaidahwati Zaidin & Yaodong Zhu, 2023. "How Do E-Brand Experience and In-Store Experience Influence the Brand Loyalty of Novel Coffee Brands in China? Exploring the Roles of Customer Satisfaction and Self–Brand Congruity," Sustainability, MDPI, vol. 15(2), pages 1-17, January.
    11. Meghisan-Toma Georgeta-Madalina & Toma Dorin, 2019. "Health Determinants and Unmet Needs for Health Care- towards e-Health Systems," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 13(1), pages 1045-1057, May.
    12. Siwarit Pongsakornrungsilp & Pimlapas Pongsakornrungsilp & Theeranuch Pusaksrikit & Pimmada Wichasin & Vikas Kumar, 2021. "Co-Creating a Sustainable Regional Brand from Multiple Sub-Brands: The Andaman Tourism Cluster of Thailand," Sustainability, MDPI, vol. 13(16), pages 1-23, August.
    13. Taeyoung Cho & Taesoo Cho & Hao Zhang, 2021. "The Effect of IMC of Golf Product Exhibitions on Customer Behavior and Recommendation Intention," Tourism and Hospitality, MDPI, vol. 2(3), pages 1-14, July.
    14. Rosillo-Díaz, Elena & Muñoz-Rosas, Juan Francisco & Blanco-Encomienda, Francisco Javier, 2024. "Impact of heuristic–systematic cues on the purchase intention of the electronic commerce consumer through the perception of product quality," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    15. Marc Vallverdu-Gordi & Estela Marine-Roig, 2023. "The Role of Graphic Design Semiotics in Environmental Awareness Campaigns," IJERPH, MDPI, vol. 20(5), pages 1-19, February.
    16. Md. Mehedul Islam Sabuj, 2024. "Measuring Brand Personality of Footwear Brands in Bangladesh: Application of Aaker’s Brand Personality Scale," International Journal of Science and Business, IJSAB International, vol. 35(1), pages 112-131.
    17. Babijtchouk Olga & Dames D. David & Gehan S. Dhameeth & Sleezer Adam & Smith Elliott, 2018. "The Millennials: Insights to Brand Behavior for Brand Management Strategies," Journal of Management and Strategy, Journal of Management and Strategy, Sciedu Press, vol. 9(3), pages 1-17, August.
    18. Se Ran Yoo & Suk Won Lee & Hyeon Mo Jeon, 2020. "The Role of Customer Experience, Food Healthiness, and Value for Revisit Intention in GROCERANT," Sustainability, MDPI, vol. 12(6), pages 1-14, March.
    19. Jinsoo Hwang & Kyuhyeon Joo & Joonho Moon, 2023. "Relationships among Experience Economy, Tour Quality, Tour Satisfaction, and Word-of-Mouth in the Senior Tourism Context in Korea: The Moderating Role of Tour Guiding Services," Sustainability, MDPI, vol. 15(8), pages 1-13, April.
    20. Sohyun Bae, 2021. "Holding an entity mind-set deters consumption of recycled content products: the role of perceived product quality," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(4), pages 553-571, December.

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zag:market:v:37:y:2025:i:1:p:33-51. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Tanja Komarac The email address of this maintainer does not seem to be valid anymore. Please ask Tanja Komarac to update the entry or send us the correct address (email available below). General contact details of provider: https://edirc.repec.org/data/fefzghr.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.