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The Relationship between Brand-program Congruencyand Purchase Intention

Seungmo Kim|Liening Cheng
국민체육진흥공단 한국스포츠과학원 (Korea Institute of Sport Science)|2016.12|IJASS(International Journal of Applied Sports Sciences)|제28권 제2호|pp. 123-136|DOI 10.24985/ijass.2016.28.2.123

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참고문헌

키워드

purchase intentionBrand placementprogram-brand congruity
주제분류기타예술체육

초록

The main purposes of the current study were 1) to understand the perceptions of consumers toward congruency levels for a placed brand based on the type of movie and gender of endorser and 2) to examine the relationship between consumers’ perceptions of congruency and purchase intention to have a successful sport media sponsorship. A total of 200 participants completed the questionnaires. The results revealed consumers had higher perceptions of congruency for a sportswear brand placed in a sports program than in a non-sports program. This study also found the positive association between congruency and purchase intention.

Abstract

The main purposes of the current study were 1) to understand the perceptions of consumers toward congruency levels for a placed brand based on the type of movie and gender of endorser and 2) to examine the relationship between consumers’ perceptions of congruency and purchase intention to have a successful sport media sponsorship. A total of 200 participants completed the questionnaires. The results revealed consumers had higher perceptions of congruency for a sportswear brand placed in a sports program than in a non-sports program. This study also found the positive association between congruency and purchase intention.

참고문헌 (92)

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