Measuring Event-Brand Congruence

12 Pages Posted: 16 Feb 2016

See all articles by Jan Drengner

Jan Drengner

Chemnitz University of Technology (CUT)

Steffen Jahn

University of Goettingen (Göttingen); University of Goettingen

Cornelia Zanger

Chemnitz University of Technology (CUT)

Date Written: 2011

Abstract

Event-brand congruence is crucial for the success of event marketing and sponsorship. However, a number of different approaches to measure the construct have been used. Additionally, there is no agreement on the main drivers of global congruence judgments. The present research addresses these issues. Results show that measuring global congruence with either single-item or multiple-item measures leads to different results and interpretations. Semantic differentials appear to be least suited in this respect. Regarding single-items measures, reasons pro and con their use are identified. Moreover, results show that image-based, functional-based, and user-based congruence should be considered jointly as important antecedents of global event-brand congruence.

Keywords: Congruence, Event marketing, Event sponsorship

Suggested Citation

Drengner, Jan and Jahn, Steffen and Zanger, Cornelia, Measuring Event-Brand Congruence (2011). Available at SSRN: https://ssrn.com/abstract=2733019 or http://dx.doi.org/10.2139/ssrn.2733019

Jan Drengner

Chemnitz University of Technology (CUT) ( email )

Chemnitz
Germany

Steffen Jahn (Contact Author)

University of Goettingen (Göttingen) ( email )

Platz der Gottinger Sieben 3
Gottingen, D-37073
Germany

University of Goettingen ( email )

Goettingen
Germany

Cornelia Zanger

Chemnitz University of Technology (CUT) ( email )

Chemnitz
Germany

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