The Influence of Factors on Sponsorship Attitude-Self-Monitoring and Activity Involvement as Moderators
| Autor: | LIN,SU-YUN, 林素雲 |
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| Rok vydání: | 2016 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 104 In the past, many studies have focused on the factors affecting sponsorship attitude, including fit and brand image. However, few studies take self-congruity with the event as the independent variable and sincerity as the mediator. Since sponsorship activities has been increasingly prevalent in recent years, the study tries to explore the antecedents of consumer’s sponsorship attitude for sponsors. Self-monitoring and activity involvement as the moderating variables. Finally in this works, the questionnaires were send via the volleyball venue and Internet. A total of 171 valid questionnaires were collected. Empirical results shows that sincerity had significantly positive effect on sponsorship attitude. Self-congruity with the event and event / brand fit usefulness had significantly positive effect on sincerity. Sincerity mediated the relationships between self-congruity with the event and event / brand fit and sponsorship attitude. There was a significant negative moderate effect between sincerity and sponsorship attitude. Based on the above results, some suggestions are proposed in this study. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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