Opis

• Tytuł:
  The Impact of Consumer Knowledge on Brand Image Transfer in Cultural Event Sponsorship
• Twórca:
  Karpinska-Krakowiak, Malgorzata
• Współtwórca:
  University of Lodz;
  Małgorzata Karpińska-Krakowiak (Ph.D.), assistant professor in the Department of International Marketing and Retailing at the University of Lodz. Main fields of academic research: marketing communications, consumer behaviour, brand management.;
  mkarpinska@uni.lodz.pl
• Opis:
  The paper presents some preliminary findings on the role of consumer knowledge in cultural event sponsorships. Using a field design, the impact of consumer knowledge on the brand image transfer wasmeasured. Two international cultural events were examined and a total of 853 respondents participated in this study. The Kruskall-Wallis and Mann-Whitney tests were performed to determine whether there were any differences in brand image transfer between experts (‘high-knowledge’ spectators) and novices (‘low-knowledge’ spectators). The results reveal that image-building effects in cultural event sponsorship are considerably less pronounced if event spectators are highly knowledgeable about an event and its sponsoring brand. The findings indicate to what extent a brand may thrive on event sponsorship and how important it is to track current market segmentation and brand positioning.
• Dostępność obiektu:
  Dostęp otwarty
• Data:
  2015.03.16;
  2013
• Typ:
  Article
• Język:
  angielski
• Format:
  application/pdf
• Wydawca:
  Polskie Towarzystwo Socjologiczne
• Relacja:
  Polish Sociological Review;2(182)
• Temat i słowa kluczowe:
  consumer knowledge;
  brand;
  image transfer;
  event sponsorship
• Identyfikator:
  1231 – 1413;
  http://hdl.handle.net/11089/7339
• Dostawca danych:
  Repozytorium Uniwersytetu Łódzkiego
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