The Impact of Cultural Congruence in Media Sponsorships on Iconic Brand Desirability: Moderating Effects of Cultural Fandom and Threat Perception
Year: 2025
Type: article
Abstract: Purpose -This study explores the consumer perceptions of iconic brands and influence of cultural congruence of TV show sponsorships on brand desire.It looks at moderating effects of cultural fandom and threat perceptions of iconic brands.Design/Methodology/Approach -Employing a 2x2 between-subjects experimental design, this research manipulated brand iconicity (iconic vs. non-iconic) and cultural context (local vs. foreign) through scenarios involving brands and TV shows.Participants from the US, who were recruited via Mechanical Turk, responded to various measures concerning brand perception and cultural association on a 7-point Likert scale. SažetakSvrha Rad istražuje percepciju potrošača o ikoničnim markama i utjecaj kulturne podudarnosti sponzorstava televizijskih emisija na poželjnost marke.Rad promatra moderirajuće učinke kulturološke zajednice obožavatelja i percepcije prijetnje ikoničnim markama.Metodološki pristup Koristeći među sudionicima eksperimentalni dizajn 2x2, istraživanje je manipuliralo ikoničnošću marke (ikonična u odnosu na neikoničnu marku) i kulturnim kontekstom (lokalni u odnosu na strani) kroz scenarije koji su uključivali marke i TV emisije.Sudionici iz SAD-a regrutirani su putem Mechanical Turka, a odgovarali su na različite mjere percepcije marke i kulturne povezanosti korištenjem 7-stupanjske Likertove ljestvice.
Source: Market-Tržište
Author: Gedas Kučinskas
Institution: ISM University of Management and Economics
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4412015748