Effects of Media Representations and Congruency on Corporate Image and Brand Attitude: A Case of a Korean Sport Celebrity with a Korean Sponsoring Company

Abstract

This study replicated a study conducted by Kim (2017) to examine how negative or positive information about sport celebrities influences corporate image and brand attitude with the effect of advertisement congruency. In contrast, the present study looked at how a domestic celebrity athlete of Korean descent influenced the corporate image and brand attitude of a domestic corporation through advertisements. The survey questionnaire employed as to congruency, corporate image, and brand attitude. A total of 124 responses were finally analyzes. The statistical techniques used in this study were independent and paired t-tests, and a two-way ANOVA using SPSS 22.0. The findings are as followed: first, positive media representations of companies had a greater corporate image and brand attitude than negative media representations. Second, according to the level of advertising congruency, this study revealed a difference in corporate image and brand attitude. Third, the findings of this study revealed that brand attitudes differed based on advertisement consistency.