Saltar al contenido principal
logo

Global Conference 2019

del 12 al 16 de July del 2019

Peking University, Beijing, China

Proposal authors can use this tool to see where they have been placed in the agenda. Please scroll down to search by Author Name (Note: if the submitting author did not add all authors to the ProposalSpace form, only First & Corresponding Author will be searchable), or by Date/Time.

 

Leveraging Sponsorships Partnered with Fitness Mobile Apps: Effects of Functional Congruence and Incentive Type

domingo, el 14 de julio de 2019 a las 10:15–sábado, el 13 de julio de 2019 a las 11:45 CST
2 Room 2
Keywords: Please select at least two and no more than four. Hold the CTRL key to select multiple
Cause Related Advertising
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

Additional Authors

Cargando…