Abstract
Research, so far, has insufficiently dealt with the effect of
sponsorship on employee behavior, though sponsorship is considered
to be a key determinant of brand citizenship behavior. The
present article addresses this research gap. The objective is to examine
the effect of sponsorship on brand citizenship behavior. Therefore,
a model is developed to measure the influence of sponsorship
on brand related variables. The analysis reveals that quality of
sports, cultural and environmental sponsorship drives – through
brand image and brand commitment – brand citizenship behavior.
sponsorship on employee behavior, though sponsorship is considered
to be a key determinant of brand citizenship behavior. The
present article addresses this research gap. The objective is to examine
the effect of sponsorship on brand citizenship behavior. Therefore,
a model is developed to measure the influence of sponsorship
on brand related variables. The analysis reveals that quality of
sports, cultural and environmental sponsorship drives – through
brand image and brand commitment – brand citizenship behavior.
| Original language | German |
|---|---|
| Journal | Die Unternehmung |
| Volume | 67 |
| Issue number | 3 |
| Pages (from-to) | 289-308 |
| Number of pages | 20 |
| ISSN | 0042-059X |
| DOIs | |
| Publication status | Published - 2013 |
| Externally published | Yes |
Research areas and keywords
- Management studies
- Sponsoring
- Markenimage
- Markencommitment
- markenkonformes Mitarbeiterverhalten
- Mitarbeiterbefragung