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Global Conference 2019
July 12–16, 2019
Peking University, Beijing, China
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Leveraging Sponsorships Partnered with Fitness Mobile Apps: Effects of Functional Congruence and Incentive Type
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Event Sponsorship
Experimental Research
Mobile Advertising
Abstract
In keeping with the wide popularity of fitness mobile apps, this research proposed a nuanced approach—sponsorships partnered with fitness mobile apps—to exploit their economic and societal values in enhancing the sponsor’s image and promoting physical activity, respectively. Through a 2 (low vs. high congruence) by 2 (monetary vs. cause-related incentive) experiment, this study investigated the effects of functional congruence and incentive type in these two regards. The findings shed light on the mediating mechanisms and boundary conditions of sponsorship strategies in making sponsorship a win-win initiative for both the sponsor and the sponsored entity.
First & Corresponding Author
Guanxiong Huang, Department of Media and Communication, City University of Hong Kong
Authors in the order to be printed.
Guanxiong Huang