Abstract
The main focus of this paper is to provide a theoretical rationale and empirical validation of the moderating influence of sponsorship on the relationship between self-image/brand-image congruence (brand congruity) and brand preference. Sponsorship itself is conceptualized within the framework of self-congruity theory. For this reason, the authors develop a model of sponsorship congruity which is empirically tested. To account for heterogeneity at the individual-level a new linear random parameter model and its parameterization by means of maximum simulated likelihood estimation is introduced.
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© 2015 Academy of Marketing Science
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Fischer, M., Mäder, R. (2015). Enhancing Brand Preference Through Sponsorship: A Self-Congruity Model. In: Moore, M., Moore, R. (eds) New Meanings for Marketing in a New Millennium. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11927-4_31
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DOI: https://doi.org/10.1007/978-3-319-11927-4_31
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-11926-7
Online ISBN: 978-3-319-11927-4
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