Image congruity in the love triangle among mega sport event organizer, sponsor, and consumers: the moderating effects of product involvement and consumer awareness

Abstract

ABSTRACT Research question This research extends previous studies on sponsor-event congruity by introducing a larger framework based on triadic relationships among mega sport event organizer (MSEO), sponsor, and consumers. It also revisits the relationships among congruity, product involvement, and consumer awareness of the sponsorship. Research methods Data collected from American respondents (n = 631) were used to study the relationships between a MSEO, the International Olympic Committee, two of its sponsors, Coca-Cola and Airbnb, and their consumers. Results and findings Findings reveal that consumer–brand and sponsor-MSEO congruity influence affective commitment towards the brands. Yet, to interpret the influence of sponsor-MSEO congruity, it is preferable to use values over brand personality. Additionally, the model should be moderated by product involvement and consumer awareness. Implications Consumer–brand congruity and sponsor MSEO congruity are two potent and complementary constructs that should be used to listen to the consumer and to refine brand positioning. Additionally, triadic and dyadic (partial) models provide complementary results and should be used jointly.