Skip to main content
SpringerLink
Log in

Examining the influence of brand-based value congruity: do the values of the International Olympic Committee really matter?

  • Empirical article
  • Published:
Service Business Aims and scope Submit manuscript

Abstract

This paper argues that international sport organizations may be able to use value congruity in order to assess the effect of their current corporate social responsibility strategy and develop better relationships with their consumers. Six studies (n = 1197) conducted in the United States and France before and after the 2016 and 2018 Olympic Games revealed that brand-based value congruity (BBVC) has a significant positive influence on relationship quality, which is consistent with other measures of self-congruity from the literature. The model demonstrated cross-cultural invariance. The Olympic Games influenced some of the direct and indirect effects of BBVC without significantly affecting the model.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1

Similar content being viewed by others

References

  • Aaker JL (1997) Dimensions of brand personality. J Market Res 34(3):347–356

    Article  Google Scholar 

  • Ahn T, Ekinci Y, Li G (2013) Self-congruence, functional congruence, and destination choice. J Bus Res 66(6):719–723

    Article  Google Scholar 

  • Angell RJ, Gorton M, Bottomley P, White J (2016) Understanding fans’ responses to the sponsor of a rival team. Eur Sport Manag Q 16(2):190–213

    Article  Google Scholar 

  • Bansal HS, Irving PG, Taylor SF (2004) A three-component model of customer to service providers. J Acad Market Sci 32(3):234–250

    Article  Google Scholar 

  • Bansal HS, Taylor SF, St. James Y (2005) “Migrating” to new service providers: toward a unifying framework of consumers’ switching behaviors. J Acad Market Sci 33(1):96–115

    Article  Google Scholar 

  • Bardi A, Schwartz SH (2003) Values and behavior: strength and structure of relations. Pers Soc Psychol B 29(10):1207–1220

    Article  Google Scholar 

  • Belk RW (1988) Possessions and the extended self. J Consum Res 15(2):139–168

    Article  Google Scholar 

  • Bettencourt LA (1997) Customer voluntary performance: customers as partners in service delivery. J Retail 73(3):383–406

    Article  Google Scholar 

  • Bhattacharya CB, Sen S (2003) Consumer-company identification: a framework for understanding consumers’ relationships with companies. J Market 67(2):76–88

    Article  Google Scholar 

  • Bouchet P, Hillairet D, Bodet G (2013) Sport brands. Routledge, Abingdon

    Book  Google Scholar 

  • Brangule-Vlagsma K, Pieters RGM, Wedel M (2002) The dynamics of value segments: modeling framework and empirical illustration. Int J Res Mark 19(3):267–285

    Article  Google Scholar 

  • Chadwick S, Chanavat N, Desbordes M (2016) Routledge handbook of sports marketing. Routledge, Abingdon

    Google Scholar 

  • Cheung GW, Rensvold RB (2002) Evaluating goodness-of-fit indexes for testing measurement invariance. Struct Equ Model 9(2):233–255

    Article  Google Scholar 

  • Churchill GA Jr (1979) A paradigm for developing better measures of marketing constructs. J Market Res 16(1):64–73

    Article  Google Scholar 

  • Edwards JR, Cable DM (2009) The value of value congruence. J Appl Psychol 94(3):654–677

    Article  Google Scholar 

  • Elbedweihy AM, Jayawardhena C, Elsharnouby MH, Elsharnouby TH (2016) Customer relationship building: the role of brand attractiveness and consumer–brand identification. J Bus Res 69(8):2901–2910

    Article  Google Scholar 

  • Ferrand A, Chappelet JL, Séguin B (2012) Olympic marketing. Routledge, Oxfordshire

    Book  Google Scholar 

  • Finegan JE (2000) The impact of person and organizational values on organizational commitment. J Occup Organ Psychol 73(2):149–169

    Article  Google Scholar 

  • Fink JS (2015) Female athletes, women’s sport, and the sport media commercial complex: have we really “come a long way, baby”? Sport Manag Rev 18(3):331–342

    Article  Google Scholar 

  • Fullerton G (2003) When does commitment lead to loyalty? J Serv Res 5(4):333–344

    Article  Google Scholar 

  • Furr RM, Bacharach VR (2008) Psychometrics: an introduction. Sage, Thousand Oaks

    Google Scholar 

  • González-Rodríguez MR, Díaz-Fernández MC, Simonetti B (2015) The social, economic and environmental dimensions of corporate social responsibility: the role played by consumers and potential entrepreneurs. Int Bus Rev 24(5):836–848

    Article  Google Scholar 

  • Hair JF Jr, Black WC, Babin BJ, Anderson RE, Tatham RL (2010) Multivariate data analysis, 7th edn. Prentice Hall, Englewood Cliffs

    Google Scholar 

  • Hamilton MA, Sun XH (2005) Actual self and ideal brand image: an application of self-congruity to brand image positioning. Paper presented at the annual meeting of the International Communication Association, New York City. Retrieved from http://www.allacademic.com/meta/p14451_index.html

  • Hancock GR and Mueller RO (2001) Rethinking construct reliability within latent variable systems. Paper presented at the annual meeting of factor analysis and structural equation modeling: perspectives and vision: structural equation modeling: present and future, pp 195–216

  • Hosany S, Martin D (2012) Self-image congruence in consumer behavior. J Bus Res 65(5):685–691

    Article  Google Scholar 

  • Inoue Y, Kent A (2012) Sport teams as promoters of pro-environmental behavior: an empirical study. J Sport Manag 26(5):417–432

    Article  Google Scholar 

  • International Olympic Committee (2018) Olympic charter. Retrieved from https://stillmed.olympic.org/Documents/olympic_charter_en.pdf

  • Jeanes R, Spaaij R, Magee J, Farquharson K, Gorman S, Lusher D (2018) ‘Yes we are inclusive’: examining provision for young people with disabilities in community sport clubs. Sport Manag Rev 21(1):38–50

    Article  Google Scholar 

  • Jerónimo R, Ramos T, Ferreira MB (2018) Trait transference from brands to individuals: the impact of brand-behavior congruency. J Bus Res 88:54–65

    Article  Google Scholar 

  • Joo J, Marakhimov A (2018) Antecedents of customer participation in business ecosystems: evidence of customers’ psychological ownership in Facebook. Serv Bus 12(1):1–23

    Article  Google Scholar 

  • Kapferer JN (2012) The new strategic brand management: advanced insights and strategic thinking. Kogan Page Publishers, London

    Google Scholar 

  • Kim J, Lacey R, Kim HR, Suh J (2019) How CSR serves as a preventive mechanism for coping with dysfunctional customer behavior. Serv Bus (online first):1–24

  • Koenigstorfer J, Preuss H (2018) Perceived Values in relation to the Olympic Games: development and use of the Olympic Value Scale. Eur Sport Manag Q 18:607–632

    Article  Google Scholar 

  • Kressmann F, Sirgy MJ, Herrmann A, Huber F, Huber S, Lee DJ (2006) Direct and indirect effects of self-image congruence on brand loyalty. J Bus Res 59(9):955–964

    Article  Google Scholar 

  • Kwak HD, Kang JH (2009) Symbolic purchase in sport: the roles of self-image congruence and perceived quality. Manag Decis 47(1):85–99

    Article  Google Scholar 

  • Lam SK, Ahearne M, Mullins R, Hayati B, Schillewaert N (2013) Exploring the dynamics of antecedents to consumer–brand identification with a new brand. J Acad Market Sci 41(2):234–252

    Article  Google Scholar 

  • Le Clinche S, Chanavat N, Desbordes M (2017) Olympic Brand Image and Values: A Mix of Marketing and Philosophy. In: Pitts BG, Zhang JJ (eds) Global sport management studies: contemporary issues and inquiries. Routledge, Oxfordshire, pp 23–41

    Google Scholar 

  • Lee S, Jeong M (2014) Enhancing online brand experiences: an application of congruity theory. Int J Hosp Manag 40:49–58

    Article  Google Scholar 

  • Lee EM, Park SY, Rapert MI, Newman CL (2012) Does perceived consumer fit matter in corporate social responsibility issues?J Bus Res 65(11): 1558-1564

  • Malär L, Krohmer H, Hoyer WD, Nyffenegger B (2011) Emotional brand attachment and brand personality: the relative importance of the actual and the ideal self. J Market 75(4):35–52

    Article  Google Scholar 

  • Martinez RJ, Janney JJ (2015) Market reactions to corporate sponsorships of European football kits: the moderating effects of firm congruence. J Sport Manag 29(2):211–222

    Article  Google Scholar 

  • Mazodier M, Merunka D (2012) Achieving brand loyalty through sponsorship: the role of fit and self-congruity. J Acad Market Sci 40(6):807–820

    Article  Google Scholar 

  • Morgan RM, Hunt SD (1994) The commitment-trust theory of relationship marketing. J Market 58(3):20–38

    Article  Google Scholar 

  • Nyffenegger B, Krohmer H, Hoyer WD, Malär L (2015) Service Brand Relationship Quality: Hot or Cold? J Service Res-US 18(1):90–106

    Article  Google Scholar 

  • Oliver R (1997) Satisfaction: A Behavioral Perspective on the Consumer. Irwin-McGraw-Hill, Boston

    Google Scholar 

  • Ostrom AL, Bitner MJ, Brown SW, Burkhard KA, Goul M, Smith-Daniels V et al (2010) Moving forward and making a difference: research priorities for the science of service. J Serv Res US 13(1):4–36

    Article  Google Scholar 

  • Panja T (2017a, February 23). Olympic crisis as just two cities vie to host summer games, Bloomberg. Retrieved from: https://www.bloomberg.com/news/articles/2017-02-23/olympics-in-crisis-as-just-two-cities-vie-to-host-summer-games

  • Panja, T (2017b) Paris refuses to shift Olympic bid to 2028 as IOC scrambles, Bloomberg, Retrieved from: https://www.bloomberg.com/news/articles/2017-03-21/paris-refuses-to-shift-olympic-bid-to-2028-as-ioc-scrambles

  • Parent MM, Eskerud L, Hanstad DV (2012) Brand creation in international recurring sports events. Sport Manag Rev 15(2):145–159

    Article  Google Scholar 

  • Peachey JW, Cohen A (2016) Research partnerships in sport for development and peace: challenges, barriers, and strategies. J Sport Manag 30(3):282–297

    Article  Google Scholar 

  • Pérez A, Martínez P, Del Bosque IR (2013) The development of a stakeholder-based scale for measuring corporate social responsibility in the banking industry. Serv Bus 7(3):459–481

    Article  Google Scholar 

  • Podsakoff PM, MacKenzie SB, Podsakoff NP (2012) Sources of method bias in social science research and recommendations on how to control it. Annu Rev Psychol 63(1):539–569

    Article  Google Scholar 

  • Rafiq M, Fulford H, Lu X (2013) Building customer loyalty in online retailing: the role of relationship quality. J Market Manag 29(3–4):494–517

    Article  Google Scholar 

  • Reed A II (2002) Social identity as a useful perspective for self-concept-based consumer research. Psychol Market 19(3):235–266

    Article  Google Scholar 

  • Rodríguez A, Caballer V, Guadalajara N (2011) Assessing the intangibles transferred in franchise businesses. Serv Bus 5(1):29–46

    Article  Google Scholar 

  • Rokeach M (1973) The nature of human values. Free Press, New York

    Google Scholar 

  • Ruvio AA, Shoham A (2016) Consumer arrogance: scale development and validation. J Bus Res 69(10):3989–3997

    Article  Google Scholar 

  • Sarkar C, Kotler P (2018) Brand activism: from purpose to action. Idea Bite Press, Houston

    Google Scholar 

  • Sirgy MJ (1985) Using self-congruity and ideal congruity to predict purchase motivation. J Bus Res 13(3):195–206

    Article  Google Scholar 

  • Sirgy MJ, Grewal D, Mangleburg TF, Park JO, Chon KS, Claiborne CB et al (1997) Assessing the predictive validity of two methods of measuring self-image congruence. J Acad Market Sci 25(3):229

    Article  Google Scholar 

  • Sirgy MJ, Lee DJ, Johar JS, Tidwell J (2008) Effect of self-congruity with sponsorship on brand loyalty. J Bus Res 61(10):1091–1097

    Article  Google Scholar 

  • Steenkamp JBE, Baumgartner H (1998) Assessing measurement invariance in cross-national consumer research. J Consum Res 25(1):78–90

    Article  Google Scholar 

  • Stokburger-Sauer N, Ratneshwar S, Sen S (2012) Drivers of consumer–brand identification. Int J Res Mark 29(4):406–418

    Article  Google Scholar 

  • Tuškej U, Golob U, Podnar K (2013) The role of consumer–brand identification in building brand relationships. J Bus Res 66(1):53–59

    Article  Google Scholar 

  • United Nations (2018) UN recognises role of sport in achieving sustainable development. UN News. Retrieved from https://news.un.org/en/story/2018/12/1027531

  • Wade-Benzoni KA, Hoffman AJ, Thompson LL, Moore DA, Gillespie JJ, Bazerman MH (2002) Barriers to resolution in ideologically based negotiations: the role of values and institutions. Acad Manag Rev 27(1):41–57

    Article  Google Scholar 

  • Woisetschläger DM, Backhaus C, Cornwell TB (2017) Inferring corporate motives: how deal characteristics shape sponsorship perceptions. J Market 81(5):121–141

    Article  Google Scholar 

  • Yoshida M (2017) Consumer experience quality: a review and extension of the sport management literature. Sport Manag Rev 20(5):427–442

    Article  Google Scholar 

  • Zenker S, Gollan T, Quaquebeke N (2014) Using polynomial regression analysis and response surface methodology to make a stronger case for value congruence in place marketing. Psychol Market 31(3):184–202. https://doi.org/10.1002/mar.20686

    Article  Google Scholar 

  • Zhang J, Bloemer J (2008) The impact of value congruence on consumer–service brand relationships. J Serv Res US 11(2):161–178

    Article  Google Scholar 

  • Zhang J, Bloemer J (2011) Impact of value congruence on affective commitment: examining the moderating effects. J Serv Manag 22(2):160–182

    Article  Google Scholar 

Download references

Acknowledgements

This work was supported by the French National Olympic Academy and the French Centre for Olympic Studies.

Funding

No grant number was provided.

Author information

Authors and Affiliations

  1. Department of Kinesiology, Canisius College, 2001 Main Street, Buffalo, NY, 14208-1098, USA

    Nicolas G. A. Lorgnier & Shawn M. O’Rourke

  2. Sport Management Department, Université de Rouen Normandie, Mont-Saint-Aignan, France

    Nicolas Chanavat

  3. Department of Restaurant, Hotel and Institutional Management, Fu Jen Catholic University, New Taipei City, Taiwan

    Che-Jen Su

Authors
  1. Nicolas G. A. Lorgnier
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Nicolas Chanavat
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Che-Jen Su
    View author publications

    You can also search for this author in PubMed Google Scholar

  4. Shawn M. O’Rourke
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Nicolas G. A. Lorgnier.

Ethics declarations

Conflict of interest

The authors declared that they have no conflict of interest.

Additional information

Publisher's Note

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Appendices

Appendix 1: Factors and items used to describe the values of the IOC after experts’ validation

Sport for All (SFA)

Sport is for everyone across the globeb

Everyone should be allowed to participate in sports

There should be no discrimination in sporta

Everyone should be able to play sportsa

Sport should be available for everyonea

Sport for Peace (SFP)

Through the use of sport the world can be more peacefula

Through sport the world can be more harmonious

Overall we are able to become more peaceful through sports

Sport can be used to create a more peaceful worlda

The world can become more peaceful through sporta

Sport for Development (SFD)

Sport should be used to shape the communitya

Sport should be a vehicle for the sustainable development of communitiesa

Sport should be used to help development for the communitya

Sport and Women (SW)

All sports should be available to womena

Women deserve the same opportunities as males when it comes to sporta

Women should have the opportunity to participate in all sportsa

Education Through Sport (ETS)

Sports educatea

One can learn a lot through sporta

Sports are rich in learning opportunities

Sports develop values through educationa

Sustainability in Sport (SS)

Sports should be environmentally friendly

Sporting organizations should employ sustainability methodsa

Sporting event organizers should be leaders in sustainable practicesa

Sporting organizations should practice sustainabilitya

  1. aItem resulting from scale reduction; bitem eliminated during EFA

Appendix 2: Items used to describe the quality of the relationship with the brand (RQ)

Satisfaction (SAT)—Bettencourt (1997) and Zhang and Bloemer (2008)

Compared to other sport organizations, I am very satisfied with the IOC

Based on all my experience with the IOC, I am very satisfieda

My experiences of the IOC have always been pleasanta

Overall, I am satisfied with the IOCa

Trust (TRU)—Bansal et al. (2004) and Zhang and Bloemer (2008)

I feel that I can trust the IOC

The IOC is truly sincere in its promisesa

The IOC is honest and truthful with mea

The IOC treats me fairly and justly

The IOC can be counted ona

Affective Commitment (AFC)—Bansal et al. (2005) and Zhang and Bloemer (2008)

I feel emotionally attached to the IOCa

I feel like part of the family of the IOCa

I feel a strong sense of belonging with the IOCa

The IOC has a great personal meaning for me

Loyalty (LOY)

Word-of-Mouth (WOM)—Fullerton (2003) and Zhang and Bloemer (2008)

I say positive things about the IOC to other peoplea

I recommend the IOC to people who seek my advicea

I encourage friends and relatives to do business with the IOCa

Conative loyalty—(ADV) (Oliver 1997)

I continue to favor the IOC before other sporting organizationsa

I always choose the IOC in preference to other sporting organizationsa

In the future, the IOC will be my first choice in sporting organizationsa

  1. aItem resulting from scale reduction

Appendix 3: Synopsis of the results of common method bias tests

In order to measure the influence of CMB, specific bias tests were conducted. Additionally, in order to improve the rigor of the tests, a common latent variable was added to the tests when doing so did not break the model, an issue commonly reported with the common latent variable method (Podsakoff et al. 2012). If the common latent variable broke either RVRS or PVIOC, it was removed from both tests, as the resulting composites were used for the calculation of the measure of congruity. When the zero constraints test was significant, revealing a measurable bias, an equal constraint test was performed in order to assess the distribution of the bias. A significant result on the equal constraints test indicates an unevenly distributed bias.

 

Zero constraints test

Equal constraints test

Δχ2(Δdf), p value

Δχ2(Δdf), p value

Study 2

 RVRS_BR

49.13(21), p = 0001

43.31(20), p = 0004

 PVIOC_BR

98.9(26), p < 0.001

86.47(25), p < 0.001

 RQ_BR

31.18(19), p = 0039

21.027(18), p = 0278

 RVRS_AR

47.52(21), p < 0.001

40.67(20), p = 0001

 PVIOC_AR

79.17(21), p < 0.001

68.16(20), p < 0.001

 RQ_AR

27.76(15), p < 0.023

54.12(17), p < 0.187

Study 3

 RVRS

58.71(21), p < 0.001

56.14(20), p < 0.001

 PVIOC

88.35(21), p < 0.001

68.12(20), p < 0.001

 RQ

43.42(18), p = 0.001

41.55(17), p = 0.001

Study 4

 RVRS

48.55(21), p < 0.001

45.57(20), p < 0.001

 PVIOC

81.61(21), p < 0.001

51.35(20), p < 0.001

 RQ

66.83(18), p < 0.001

66.81(17), p < 0.001

Study 5

  

 RVRS

25.91(18), p = 0.102

N/A

 PVIOC

24.68(18), p = 0.134

N/A

 RQ

18.06(15), p = 0.259

N/A

Study 6

 RVRS

7.98(18), p = 0.982

N/A

 PVIOC

26.28(18), p = 0.094

N/A

 RQ

14.63(15), p = 0.479

N/A

  1. Δχ2 Chi-square difference, Δdf difference between degrees of freedom, N/A not applicable

Rights and permissions

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Lorgnier, N.G.A., Chanavat, N., Su, CJ. et al. Examining the influence of brand-based value congruity: do the values of the International Olympic Committee really matter?. Serv Bus 14, 73–99 (2020). https://doi.org/10.1007/s11628-019-00409-1

Download citation

  • Received:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s11628-019-00409-1

Keywords

Search

Navigation