메뉴 건너뛰기
Library Notice
Institutional Access
If you certify, you can access the articles for free.
Check out your institutions.
ex)Hankuk University, Nuri Motors
Log in Register Help KOR
Subject
Humanities
General Humanities History Philosophy Religious Studies Linguistics and Literature Other Humanities
Social science
General Social Science Business Management Tourism Education Military Science Library and Information Science Law Sociology Journalism and Media Studies Psychological Science Political Science and Diplomacy Geography Public Administration Economics International Trade Anthropology Other Social Science
Natural science
General Natural Science Physics Biology Life Sciences Mathematics/Statistics Astronomy Earth Science Chemistry Other Natural Science
Engineering
General Engineering Architectural Engineering Mechanical Engineering Industrial Engineering Material/Energy Engineering Electrical and Electronic Engineering Marine and Ocean Engineering Chemical Engineering Computer Science Other Engineering
Medical science
General Medical Science Nursing Science Veterinary Pharmacy Traditional Korean Medicine Basic Medicine Clinical Medicine Other Medicine
Agriculture and Fishery
General Agriculture and Fishery Agriculture Fishery Science Food Science Forestry Animal Husbandry Marine Transportation Studies Other Agriculture and Fishery
Art and Kinesiology
General Arts Design Fine Arts Cosmetology Photography Music Fashion Kinesiology Performing Media Arts Other Arts and Kinesiology
Interdisciplinary Studies
Interdisciplinary Research Science and Technology Studies Brain and Cognitive Science Technology Policy Other Interdisciplinary Studies

KOR

Effects of Media Representations and Congruency on Corporate Image and Brand Attitude: A Case of a Korean Sport Celebrity with a Korean Sponsoring Company
Recommendations
Search

논문 기본 정보

Type
Academic journal
Author
Kim Min Cheol (조선대학교) Joon Young Han (영남대학교)
Journal
Korean Alliance For Health, Physical Education, Recreation, And Dance INTERNATIONAL JOURNAL OF HUMAN MOVEMENT SCIENCE INTERNATIONAL JOURNAL OF HUMAN MOVEMENT SCIENCE 제15권 제3호 KCI Candidated Journals
Published
2021.12
Pages
65 - 82 (18page)

Usage

cover
Effects of Media Representations and Congruency on Corporate Image and Brand Attitude: A Case of a Korean Sport Celebrity with a Korean Sponsoring Company
Ask AI
Recommendations
Search

Abstract· Keywords

Report Errors
This study replicated a study conducted by Kim (2017) to examine how negative or positive information about sport celebrities influences corporate image and brand attitude with the effect of advertisement congruency. In contrast, the present study looked at how a domestic celebrity athlete of Korean descent influenced the corporate image and brand attitude of a domestic corporation through advertisements. The survey questionnaire employed as to congruency, corporate image, and brand attitude. A total of 124 responses were finally analyzes. The statistical techniques used in this study were independent and paired t-tests, and a two-way ANOVA using SPSS 22.0. The findings are as followed: first, positive media representations of companies had a greater corporate image and brand attitude than negative media representations. Second, according to the level of advertising congruency, this study revealed a difference in corporate image and brand attitude. Third, the findings of this study revealed that brand attitudes differed based on advertisement consistency.
#Congruency #Corporate image #Brand attitude #Media representation #Sport celebrity #Corporate sponsorship #Advertisement

Contents

No content found

References (75)

Add References
Agrawal, J. / 1995 / The economic worth of celebrity endorsers : An event study analysis / Journal of Marketing 59(3):56~62 google schola Anderson, E. W. / 1993 / The antecedents and consequences of customer satisfaction for firms / Marketing Science 12(2):125~143 google schola Andrews, J. C. / 1992 / The effects of advertising distinctiveness and message content involvement on cognitive and affective response to advertising / Journal of Current Issues and Research in Advertising 14(1):45~58 google schola Amos, C. / 2008 / Exploring the relationship between celebrity endorser effects and advertising effectiveness / International Journal of Advertising 27(2):209~234 google schola Arnould, E. / 2004 / Consumers / McGrow Hill google schola

Recommendations

It is an article recommended by DBpia according to the article similarity. Check out the related articles!

Related Authors

Recently viewed articles

유아의 놀 권리에 관한 어머니의 인식이 유아의 놀이성에 미치는 영향에 대한 어머니의 놀이참여태도의 매개효과
박재영, 장경은The Korea Society for Children's Media2021.11
 지방소멸위기에 대응하는 청년고용정책 현황 및 개선안 검토 (Research in Progress)
이태헌The Korean Association for Local Government Studies2023.08
 사회서비스의 산업적 성장 개념에 관한 연구
박세경, 엄태영Academy Of Korean Social Welfare Administration2015.04
 AI Chatbot Providing Real-Time Public Transportation and Route Information
So Young Lee, Hye Min Kim, Si Hyun Lee 외 2명The Korean Society Of Computer And Information2019.07

Comments(0)

0

Write first comments.