The Impact of Cultural Congruence in Media Sponsorships on Iconic Brand Desirability: Moderating Effects of Cultural Fandom and Threat Perception
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.
Authors
- Gedas Kučinskas (ORCID: https://orcid.org/0000-0002-4572-274X)
Institutions
- ISM University of Management and Economics (LT)
Publication Details
- Journal
- Market-Tržište
- Published
- 2025-07-01
- DOI
- https://doi.org/10.22598/mt/2025.37.1.33
- Citations
- 1
- Primary Topic
- Asian Culture and Media Studies
- Type
- article
- Field-Weighted Citation Impact
- 16.49