Event-sponsor Fit Research Articles

Why Sponsor-event Fit Matters?

Why Sponsor-event Fit Matters?

Brand knowledge transfer via sponsorship in the financial services industry

Purpose – The main aim of this study is to develop a framework of brand knowledge transfer through sponsorship for sponsors within an insurance industry in South Korea. To this end, this study explores: how pre-event brand knowledge and perceived sponsor–event fit contribute to post-event brand knowledge and if and how consumers’ attitudes toward insurance agents play a role as a moderator in the model. Brand knowledge is examined in terms of brand awareness and corporate image. Design/methodology/approach – Using a paper-and-pencil survey method, data were gathered from consumers (n = 330) who participated in a parenting education program in which an insurance company partnered with a baby food manufacturer in South Korea. Hypotheses were tested using structural equation modeling. Findings – The results confirm the occurrence of brand knowledge transfer for sponsors via sponsorship. Pre-event brand awareness and corporate image affect post-event brand awareness and corporate image, respectively, while perceived event–sponsor fit affects both attributes of post-event brand knowledge. Further, consumer attitude toward sales agents partially moderates brand knowledge transfer. Research limitations/implications – Because the data focused on a single segment of sponsorship events in the financial service industry in South Korea, the results must be carefully applied to other forms of sponsorship, industries and cultures. Practical implications – This study highlights the effectiveness of sponsorship in the financial services industry. By aligning sponsorship events with sponsors’ characteristics and managing their brand knowledge, companies can maximize brand knowledge transfer contributing to brand equity. Originality/value – This study identifies consumers’ pre-extant attitudes toward sales agents as a moderator that controls brand knowledge transfer, the pre-event and post-event corporate image relationship, specifically.

Four Drivers of Effective Sponsorship: A Case Study of the Birkebeiner Race in Norway

The aim of this article is to undertake an empirical examination of some selected drivers of effective sponsorship of sporting events. We examine four drivers of effective sponsorship. The proposed relationships were tested in a survey in which 200 spectators participated. Data collection was carried out during the Birkebeiner race, a mega sporting event in Norway. The findings reveal that “sponsor–event fit” is the most powerful driver of effective sponsorship. However, a key general managerial implication from the study is that one should avoid narrowing sponsorship focus to just a single driver. To achieve effective sponsorship, one should take into account all drivers suggested by the present study.

Evaluating consumer response associated with sponsorship of major sporting events in Australia

Purpose – The purpose of this paper is to investigate the key determinants of positive consumer behaviour associated with sports sponsorship. Using the consumer decision-making process and classical conditioning principles as an underpinning framework, it examines consumer perceptions of a sponsor, sponsored property and sponsorship activity relative to their intention of purchasing a sponsor's product or service. The purchase intention of consumers is analysed as an outcome of five significant constructs: event factors, sponsor factors, sponsorship factors, a pre-purchase response and the transfer of image values. Design/methodology/approach – Data were collected from approximately 700 respondents using a validated survey instrument. Factor analysis and confirmatory factor analysis were used to analyse survey data. The conceptual model and hypotheses were tested using structural equation modelling. Findings – The findings revealed that personal beliefs of consumers, sponsor-event fit and image transfer have a strong bearing on their post-event response, which further leads to a strong image transfer value. This is central to predicting a consumer's intention to purchase. Research limitations/implications – Both sponsors and sponsored properties must invest resources towards market research to facilitate the development and adherence of appropriate fit and congruence objectives. Most importantly, a holistic, consumer-centric approach to sponsorship examination offers marketers a guide to effective sponsorship planning and execution and a sound return for their investment. Originality/value – Despite its potential importance hardly any research has previously been conducted in relation to the return on investment associated with sponsorship of major sporting events in Australia.

Consumer responses to on-site Olympic sponsorship activation: the impact of interactivity, emotions, and perceived image fit on brand attitude formation

On-site sponsorship activations have become more prominent in executing a mega-sport event sponsorship program. The current study investigates factors that drive consumers' attitudes towards on-site sponsorship activation and sponsor brand. In particular, this study examines the relationships among interactivity, emotions, fit between on-site sponsorship activation and event, attitude towards on-site sponsorship activation, and attitude towards the sponsor brand. Data were obtained from 205 spectators of the 2012 London Olympic Games who experienced at least one sponsorship activation on-site. The results suggested that interactivity is a significant predictor of arousal, and in turn, arousal increases pleasure. Pleasure and high sponsor-event fit influence attitude towards on-site sponsorship activation, which eventually influences attitude towards sponsor brand. The relationship between fit and attitude towards brand was mediated by attitude towards on-site sponsorship activation suggesting the value of on-site activations for brand equity. The theoretical and managerial implications are discussed along with limitations and future directions for research.

The role of sponsorship fit for changing brand affect: A latent growth modeling approach

Using a latent growth modeling (LGM) approach, this study examines the controversial role of perceived sponsor–event fit in inducing changes in brand affect. On the basis of two longitudinal studies related to the 2010 FIFA World Cup and the 2012 London Olympics, the authors determine that fit and brand affect increase linearly over time. Resolving an apparent conflict in the marketing literature, the results show that the initial level of fit relates positively to the initial level of brand affect, but relates negatively to the subsequent increase in brand affect. Moreover, a significant and positive association emerges between the change trajectories, such that a steeper increase in perceived fit results in a faster rate of brand affect improvement. Furthermore, the initial level of brand affect is associated with subsequent increases in neither brand affect nor fit. Therefore, incongruence resolution is key to ensuring that sponsorship improves brand affect. Finally, both attitude toward the sponsorship and event involvement have positive impacts on subsequent increases in both brand affect and perceived fit.

The sponsor-event geographical match as a dimension of event-sponsor fit: An investigation in Europe and North America

The study presented in this article investigates a new basis for the fit construct in sponsorship, namely the sponsor-event geographical (SEG) match. In light of the fast growing internationalization of events and of the increased globalization of sponsoring brands, many event-sponsor relationships are bound to lack fit regarding a SEG match (e.g., a brand strongly associated with the European culture sponsoring an event in Australia). First, the conceptual distinction between the known bases of the fit construct and the SEG match is developed. This is followed by an experiment carried out in two different countries. Results indicate that event-sponsor relationships with a strong SEG match yield more favorable responses than non-SEG match relationships. In addition, when the SEG match is strong, event-sponsor fit is critical for sponsorship success due to its intervening role in the attitude formation process. Managerial recommendations and further research avenues are also discussed.

Sponsorship effects on brand image: The role of exposure and activity involvement

Sponsorships capture a significant proportion of marketing budgets. In firm evaluations of the effectiveness of sponsorship engagements, image improvements represent the most important company objective. This study develops and tests a framework for explaining how exposure and activity involvement moderate the effects of event image, event–sponsor fit, and event commercialization on sponsor image. Using empirical data collected at a large sporting event with multiple sponsors, the authors show that increased sponsorship exposure reduces sponsor image if respondents perceive a low fit between the event and sponsor or high levels of event commercialization. Involvement in the sponsored activity improves the sponsor's image, in that the effect of event commercialization is positive for highly involved persons. This paper concludes with some reasons for the findings, implications for the choice and design of sponsorships, and further areas for research.

Gambling sponsorship of sport: an exploratory study of links with gambling attitudes and intentions

Gambling sponsorship of sport is increasingly prolific, but also contentious. Underpinned by the Theory of Reasoned Action (TRA), this study explores relationships between gambling sponsorship, and attitudes and intentions relating to gambling, in the context of a major Australian football competition heavily sponsored by gambling companies. Data were gathered via two online surveys (N = 212). Analysis confirmed that attitudes and social norms predicted gambling intention. Further, attitudes to gambling and gambling intention were positively associated with response to gambling sponsorship. Viewing televised football matches, perceptions about sponsor–event fit and attitude to gambling sponsorship were associated with respondents' interest in, favourable attitude towards and propensity to use the sponsors' products. Findings suggest that exposure to gambling promotions during televised sport may encourage gambling intentions, and that gamblers scoring higher on the PGSI are more likely to be exposed to these promotions, view them favourably, be interested in the sponsor's products and be willing to use them. As such, these promotions may trigger gambling amongst problem and recovering problem gamblers. While further research is needed to empirically support any case for regulatory change, this exploratory study provides a foundation upon which future research into gambling promotion during sport can build.

How fit connects service brand sponsors with consumers' passions for sponsored events

Given the strong interest among services marketing practitioners in sponsoring events, this study illustrates how events and sponsorships synergistically facilitate and deepen consumer relationships by connecting service brands with consumers' passions. Structural equation modeling is used to test a congruity theory-based framework via a field study conducted at a professional cycling event. The tested model holds for two service brands operating at different levels of sponsorship. The results demonstrate how the combination of consumers' attitudes toward the event, knowledge of the sponsor brand and their level of activity in the event domain influence their assessments of event-sponsor fit. Interestingly, the findings indicate that, in the context of a community-based sports event, the title sponsor did not experience any discernable advantage of sponsorship, despite its elevated position as a sponsor and higher brand equity.

Understanding Consumer Response to Sponsorship Information: A Resource‐Matching Approach

ABSTRACTSponsorship of sporting teams and events has become an increasingly popular form of corporate and brand communication. Despite the continued growth of sponsorship spending, the corresponding literature base is highly fragmented and little agreement exists related to the psychological mechanisms underlying response. This paper integrates several prominent sponsorship research streams in promoting a “resource‐matching” perspective of cognitive elaboration and attitude change. This research holds that in the absence of clear functional fit between sponsor and event, identifying a basis for sponsor–event fit is likely to require some degree of cognitive effort. The results indicate stronger social identification with the sponsored event influences the favorability they attribute to sponsor motives and promotes stronger perceptions of fit between the sponsor and the sponsored activity. Further, the results indicate fit perceptions mediate the relationship between attribution and sponsorship response. Consistent with ELM theory, when cognitive resources are insufficient for the complexity of the fit‐matching task, social identification may still act as a peripheral cue in driving a positive affective response to sponsorship information.

Exploring the effect of communication channels on sponsorship effectiveness: a case study of Super Bowl XLII

The purpose of this study was to examine the effect of two major communication channels (e.g., TV and internet) on the three factors of sponsorship effectiveness, brand awareness, event-sponsor fit, and purchase intention in the Super Bowl 2008. The results of this study revealed that television was a dominant medium for the participants in the study to obtain the information on the Super Bowl. Furthermore, the use of both communication channels in sponsorship activities will be more effective in increasing sponsorship effectiveness than using one communication channel. Finally, event interest, brand awareness, and event-sponsor fit were identified as factors influencing consumers' purchase intension toward the sponsoring brand products.

Fit Theory as it Relates to Corporate Sponsorship of Charitable Events

Sponsor–event fit theory outlines the importance of the level of fit between sponsors and an event. In this present study, sponsor–event fit and other variables will be tested with multiple sponsors of a charitable event. The purpose of this present study is to investigate what affects sponsorship response in regard to charitable events by examining the sponsor–event fit theory. By reviewing the previous literature, hypotheses were developed and tested on 632 respondents employing a mall intercept method. The findings suggest that the sponsor–event fit is the most important variable affecting sponsorship response, and that it also can affect attitude toward sponsorship, which positively impacts sponsorship response as well.

A Resource-Matching Based View of Sponsorship Information Processing

This study presents a resource-matching perspective in explaining consumer processing of sponsorship information. Our results confirm social identification with the event and need for cognition (NFC), two variables thought to motivate greater elaboration, independently influence sponsor-event fit perceptions. Greater perceived fit, in turn, is strongly associated with favorable sponsorship response. The social identification-NFC interaction also strengthens individual perceptions of fit. Consistent with ELM's notion of peripheral processing, when an individual's cognitive resources are insufficient relative to the demands of the fit-identification task, social identification may still result in a similarly favorable affective response.

Tribal motivation in sponsorship and its influence on sponsor relationship development and corporate identity

Whilst the literature on sponsorship suggests it has evolved from a philanthropic gesture to a strategic tool that mangers leverage to provide sustainable competitive advantage, this paper reports on a study which suggests other motivational factors may be on par with or supersede commercial or altruistic considerations. Drawing on self identification, social identity and tribal marketing literature, the paper explores the concept of tribal support as a motivational factor for sponsorship participation and examines the moderating effect this may have on sponsor-object relationship development and on corporate identity development. Findings show strong sub-cultural, tribal connection and variations in self and social identification among sponsors and demonstrate how sponsorship motivation affects sponsor relationship development, sponsor-event fit, brand association and corporate identity development in complex ways.

Female consumers\' evaluations of sponsorship and their response to sponsorship

The purpose of this study was to examine the effects of female consumer attitudes towards a sports event, its sponsor, and their perception of the sponsor-event fit on their sponsorship response that includes factors interest, favor and the use of the sponsor\'s product. A total of 413 female undergraduate students aged between 18 and 26, participated in the study. Data were collected using a Sponsorship Evaluation Questionnaire (Alay, 2004). Multiple regression, zero-order and partial correlations were used to analyze the data. The results indicated that “sponsor-event fit”, the “sincerity of the sponsor” and “interaction of sponsor-event fit with the status of the event” were key factors in generating three levels of sponsorship response; interest, favor and use of the sponsor\'s product. In addition, factors such as “the image of the sponsor” and “liking the event” were the significant determinants of the sponsor\'s product use by female consumers. It is suggested that sponsorship decision makers should take into consideration these factors when deciding on any sponsorship agreement. Keywords: Sport sponsorship; Marketing; Consumer response; Attitudes; Sponsorship evaluation. South African Journal for Research in Sport, Physical Education and Recreation Vol. 30 (2) 2008: pp. 15-29

Image transfer in sports sponsorships: an assessment of moderating effects

This paper identifies factors that support and hinder image transfer in sports sponsorships. It develops a framework of drivers of image transfer and tests the proposed hypotheses empirically at a large sporting event with a number of different sponsors. The results suggest that event-sponsor fit has a positive impact and is the main driver of the strength of image transfer. Event involvement also positively affects image transfer, but the magnitude of this effect is lower. Sponsorship exposure does not have a significant influence. However, there is an interaction between event-sponsor fit and sponsorship exposure, indicating that higher exposure leads to an increased image transfer if the fit between event and sponsor is high. Implications of results for the choice and design of sport sponsorships are discussed and further areas of research identified.

The effects of consumer knowledge on responses to event sponsorships

AbstractResearch into consumer responses to event sponsorships has grown in recent years. However, the effects of consumer knowledge on sponsorship response have received little consideration. Consumers' event knowledge is examined to determine whether experts and novices differ in information processing of sponsorships and whether a sponsor's brand equity influences perceptions of sponsor–event fit. Six sponsors (three high equity/three low equity) were paired with six events. Results of hypothesis testing indicate that experts generate more total thoughts about a sponsor–event combination. Experts and novices do not differ in sponsor–event congruence for high‐brand‐equity sponsors, but event experts perceive less of a match between sponsor and event for low‐brand‐equity sponsors. © 2004 Wiley Periodicals, Inc.

Sports Sponsorship and Brand Personality - The Ryder Cup Team and IBM

This study has sought to examine the issue of 'brand image' and its potential impact on sports sponsorship. In particular, brand personality of a sports event and sponsor are considered in relation to sponsor-event fit and image transfer. The study proposes that if there are strong links in terms of brand personality between the Ryder Cup and IBM brands, then the stronger will be the shared 'brand image' and impact of the sponsorship relationship in the minds of consumers. For the purposes of this study it is assumed the sports event of The Ryder Cup is perceived as a 'brand' in its own right.

Determinants of Sports Sponsorship Response

Despite the growing role of sponsorship in the marketing activities of firms worldwide, academic research in this area has been limited. Adopting a classical conditioning framework, this research examines the effects of consumers’ attitudes about a sports event, their perceptions of sponsor-event fit, and their attitudes about the sponsor on a multidimensional measure of sponsorship response. The results suggest that sponsor-event fit, perceived sincerity of the sponsor, perceived ubiquity of the sponsor, and attitude toward the sponsor are key factors in generating a favorable response from sponsorship. Liking of the event and perceived status of the event have differing significance depending on how response is measured. Sponsorevent fit also has interaction effects with perceived status of the event and personal interest in the event. The implications of these findings for sponsors and event managers are examined, and future research directions are outlined.