The Relationship Between Self-Congruity with Sponsorship, Customer Involvement and Customer Loyalty

The study examined the relationship between self-congruity with sponsorship, customer involvement and customer loyalty. Two research objectives were determined for this study. 168 respondents from Kelab Keusahawanan Universiti Utara Malaysia were involved in the study. A causal research method was e...

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Main Author:	Elina, Abd Manan
Format:	Thesis
Language:	eng
Published:	2009
Subjects:	HD28-70 Management Industrial Management
Online Access:	https://etd.uum.edu.my/3634/1/s89366.pdf
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id	my-uum-etd.3634
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng
advisor	Mohd Mokhtar, Sany Sanuri
topic	HD28-70 Management Industrial Management
spellingShingle	HD28-70 Management Industrial Management Elina, Abd Manan The Relationship Between Self-Congruity with Sponsorship, Customer Involvement and Customer Loyalty
description	The study examined the relationship between self-congruity with sponsorship, customer involvement and customer loyalty. Two research objectives were determined for this study. 168 respondents from Kelab Keusahawanan Universiti Utara Malaysia were involved in the study. A causal research method was employed, and self-administered questionnaire with five point Likert scale was used to collect data. Data were analyzed through correlation and multiple regressions analysis. The study found that there is positive relationship between self-congruity with sponsorship, customer involvement and customer loyalty. Customers with high degree of congruence with the sponsored event are more likely to involve with the event. As the level of self-image congruity increase, customers are more likely to prefer that sponsoring firm’s product. Highly involved customers with a sponsored event portray a high level of loyalty towards the sponsoring firms. Regression analysis revealed that customer involvement influenced customer loyalty greater than self-congruity with sponsorship, by explaining 44.5 percent of customer loyalty variance. The study ends with managerial and academic implications related to the study. Finally, several recommendations were proposed for future action.
format	Thesis
qualification_name	masters
qualification_level	Master's degree
author	Elina, Abd Manan
author_facet	Elina, Abd Manan
author_sort	Elina, Abd Manan
title	The Relationship Between Self-Congruity with Sponsorship, Customer Involvement and Customer Loyalty
title_short	The Relationship Between Self-Congruity with Sponsorship, Customer Involvement and Customer Loyalty
title_full	The Relationship Between Self-Congruity with Sponsorship, Customer Involvement and Customer Loyalty
title_fullStr	The Relationship Between Self-Congruity with Sponsorship, Customer Involvement and Customer Loyalty
title_full_unstemmed	The Relationship Between Self-Congruity with Sponsorship, Customer Involvement and Customer Loyalty
title_sort	relationship between self-congruity with sponsorship, customer involvement and customer loyalty
granting_institution	Universiti Utara Malaysia
granting_department	College of Business (COB)
publishDate	2009
url	https://etd.uum.edu.my/3634/1/s89366.pdf
_version_	1747827616231981056
spelling	my-uum-etd.36342013-11-11T03:23:10Z The Relationship Between Self-Congruity with Sponsorship, Customer Involvement and Customer Loyalty 2009 Elina, Abd Manan Mohd Mokhtar, Sany Sanuri College of Business (COB) College of Business HD28-70 Management. Industrial Management The study examined the relationship between self-congruity with sponsorship, customer involvement and customer loyalty. Two research objectives were determined for this study. 168 respondents from Kelab Keusahawanan Universiti Utara Malaysia were involved in the study. A causal research method was employed, and self-administered questionnaire with five point Likert scale was used to collect data. Data were analyzed through correlation and multiple regressions analysis. The study found that there is positive relationship between self-congruity with sponsorship, customer involvement and customer loyalty. Customers with high degree of congruence with the sponsored event are more likely to involve with the event. As the level of self-image congruity increase, customers are more likely to prefer that sponsoring firm’s product. Highly involved customers with a sponsored event portray a high level of loyalty towards the sponsoring firms. Regression analysis revealed that customer involvement influenced customer loyalty greater than self-congruity with sponsorship, by explaining 44.5 percent of customer loyalty variance. The study ends with managerial and academic implications related to the study. Finally, several recommendations were proposed for future action. 2009 Thesis https://etd.uum.edu.my/3634/ https://etd.uum.edu.my/3634/1/s89366.pdf text eng validuser masters masters Universiti Utara Malaysia Aldlaigan, A. H. & Buttle, F. A. (2001). Customer involvement in financial services: an empirical test of two measures. International Journal of Bank Marketing, 19, 232- 245. Arora, R. (1993). Customer involvement in service decisions. Journal of Professional Services Marketing, 9, 49-58. 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The Relationship Between Self-Congruity with Sponsorship, Customer Involvement and Customer Loyalty

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