Creating fit for sponsorship on corporate websites

Abstract

This study examines created fit and control of navigation on corporate websites. Created fit refers to messages that communicate relational/explanatory links between a sponsor and a sponsored event/organisation, in order to enhance sponsorship congruity. This study conceptualises created fit and control of navigation as external control factors that constitute perceived control. By manipulating fit types (low-fit sponsorship, high-fit sponsorship, created fit for high-fit sponsorship, and created fit for low-fit sponsorship) and control of navigation, an online field experiment was conducted. The major findings revealed created fit for low-fit sponsorship increased perception of fit, attitude toward the sponsorship, and attitude toward the sponsor's brand to a greater extent when control of navigation was high than low. The findings suggest that created fit for low-fit sponsorship can increase perception of fit despite control of navigation, but only under the condition of high control of navigation will the explanatory links create enough perception of fit for low-fit sponsorship to enhance attitude toward the sponsor's band and the sponsorship.