Sponsoring, brand value and social media

Zauner, Alexander and Koller, Monika and Fink, Matthias (2012) Sponsoring, brand value and social media. Revista de Administração de Empresas (RAE), 52 (6). pp. 681-691. ISSN 0034-7590

Available under License Creative Commons: Attribution 4.0 International (CC BY 4.0).

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The increasing involvement of individuals in social media over the past decade has enabled firms to pursue new avenues in communication and sponsoring activities. Besides general research on either social media or sponsoring, questions regarding the consequences of a joint activity (sponsoring activities in social media) remain unexplored. Hence, the present study analyses whether the perceived image of the brand and the celebrity endorser credibility of a top sports team influence the perceived brand value of the sponsoring firm in a social media setting. Moreover, these effects are compared between existing customers and non-customers of the sponsoring firm. Interestingly, perceived celebrity endorser credibility plays no role in forming brand value perceptions in the case of the existing customers. Implications for marketing theory and practice are derived. (authors' abstract)

Item Type: Article
Keywords: Social media / brand value / sponsoring / heterogeneity / celebrity endorser
Divisions: Departments > Marketing > Marketing-Management
Departments > Welthandel > KMU-Management
Forschungsinstitute > Freie Berufe
Version of the Document: Published
Variance from Published Version: None
Depositing User: Elena Simukovic
Date Deposited: 25 Apr 2016 13:16
Last Modified: 28 Jul 2020 20:28
Related URLs:
FIDES Link: https://bach.wu.ac.at/d/research/results/59535/
URI: https://epub.wu.ac.at/id/eprint/5009


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