Fit Matters? Asymmetrical Impact of Effectiveness for Sponsors and Event Marketers
Sport Marketing Quarterly, Forthcoming
31 Pages Posted: 2 Mar 2013
Date Written: February 28, 2013
Abstract
This sport marketing study establishes a clearer demarcation between an event sponsor and a sponsored event in relation to investigating the potential value of congruity. Based on 1,615 field surveys, we uncover the asymmetrical impact of event-sponsor fit on the title sponsor and sponsored professional cycling event. Specifically, the study reveals how consumers’ positive perceptions of the sponsor rise when they perceive greater fit with the event; yet, congruity does not influence consumers’ attitudes toward the event. That is, even when the event and sponsor are perceived as a mismatch, it does not impact how the attendee assesses the event. Event-sponsor fit makes for a stronger sponsorship investment, especially when the sponsor is seen as socially responsible. The tested model illustrates how the transfer of corporate social responsibility serves to bridge favorable attitudes toward the event with positive sponsor brand associations and purchasing intent for the sponsor’s brands.
Keywords: Congruity Theory, Event Marketing, Sponsorship-Linked Marketing, Cycling
Suggested Citation: Suggested Citation
Do you have negative results from your research you’d like to share?
Recommended Papers
-
Do Promotions Benefit Manufacturers, Retailers or Both?
By Shuba Srinivasan, Koen H. Pauwels, ...
-
A Benefit Congruency Framework of Sales Promotion Effectiveness
By Pierre Chandon, Brian Wansink, ...
-
A Congruency Framework of Sales Promotion Effectiveness
By Pierre Chandon, Brian Wansink, ...
-
By Els Gijsbrechts, Katia Campo, ...
-
Consumer Response to Retailers' Marketing Environments: An Analysis of Coffee Purchase Data
By Kapil Bawa, Jane Landwehr, ...
-
A Hierarchical Bayes Error Correction Model to Explain Dynamic Effects of Price Changes
By D. Fok, Richard Paap, ...
-
By Koen H. Pauwels, Jorge M. Silva-risso, ...
-
Incommensurate Resources: Not Just More of the Same
By Joseph Nunes
-
Competitive Reactions and the Cross-Sales Effects of Advertising and Promotion
By Jan‐benedict Em Steenkamp, Vincent R. Nijs, ...