Measuring Event-Brand Congruence
12 Pages Posted: 16 Feb 2016
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
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