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http://dx.doi.org/10.14400/JDC.2014.12.5.149

The Effect of Sponsorship Articulation and Moderating Effect of Articulation Type & Thinking Style  

Enkhchimeg, Tsedendorj (Dept. of Business Administration, Kumoh National Institute of Technology)
Kim, Gwi-Gon (Dept. of Business Administration, Kumoh National Institute of Technology)
Oh, Ji-Won (Graduate School of Consulting, Kumoh National Institute of Technology)
Publication Information
Journal of Digital Convergence / v.12, no.5, 2014 , pp. 149-157 More about this Journal
Abstract
The purpose of this study is to test the effects of articulation and sponsorship according to the native fit level. Especially this study is focused on the moderating effect of articulation type and thinking style. The results of this study are as follows. 1) An articulation effect appears more in the low native fit than the high one. 2), 3) The moderating effect appears in articulation type, but partially in thinking style. Namely, the difference in the articulation effect appears between commercial and non commercial articulation, but it does partially between holistic thinkers and analytic thinkers. 3) The higher articulation effect is, the more sponsorship effect(attitude toward sponsor and sponsor brand) is. The results of this study contribute theoretical and managerial implications about articulation and its effect as an effective means in marketing communications.
Keywords
native fit; articulation; think Style; articulation type; Sponsorship Effect;
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