The Impact of Sponsor Fit on Brand Equity

Abstract

As the nonprofit sector becomes increasingly competitive, it is critical for nonprofit service organizations to become more brand centered and to differentiate themselves in the marketplace. The two studies show that high-fit sponsorship programs between nonprofit service firms and businesses positively influence brand identity via broad associations and brand meaning, brand response, and brand relationships through specific associations. Conversely, low-fit sponsorship programs are likely to hinder nonprofit brand management strategies by negatively affecting brand identity, brand meaning, brand response, and brand relationships. Finally, the results reveal that nonprofit service organizations can use supportive communications to counter the risks of strategic alliances with low-fit businesses.