Article2015

The role of the fit construct and sponsorship portfolio size for event sponsorship success

21 citations0/0 files storedEuropean Journal of Marketing

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

Purpose – The purpose of this paper is to extend sponsorship literature by investigating the role of the fit construct and perceived sponsorship portfolio size for event sponsorship success. To analyze the sponsor–event fit in more detail, the authors draw on the network perspective and, as a consequence, split the sponsor–event fit into two constructs: the sponsor–artist fit construct and the sponsor–event organizer fit construct. Then, a model is developed and tested that examines the effect of these two constructs and perceived sponsorship portfolio size on sponsorship success. Design/methodology/approach – The model is tested with data from 330 visitors to two different concerts in Switzerland. Real events with non-student samples are examined. The data are tested using Mplus 6.0 structural equation modeling. Findings – Results report that the sponsor–artist fit, the sponsor–event organizer fit and perceived sponsorship portfolio size are important drivers of attitude toward the sponsor. Moreover, sponsorships that cause positive attitudes toward the sponsor are found to enhance willingness to pay a price premium and purchase intention. Practical implications – This paper reveals that it is important for sponsorship managers to correctly consider the fit construct and perceived sponsorship portfolio size for sponsorship success. Additionally, the tested model provides an instrument for measuring sponsorship effectiveness. Originality/value – The current paper reveals new results by investigating the impact of the sponsor–artist fit and the sponsor–event organizer fit on sponsorship success. Furthermore, the current research paper is the first to analyze the effects of a sponsorship portfolio which is not limited to one sponsorship category on sponsorship success.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1991The theory of planned behavior 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1968Attitudinal effects of mere exposure.1981Attitudes and Persuasion: Classic and Contemporary Approaches 1990Consumer Evaluations of Brand Extensions 1986The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations 2003Developing and validating measures of facets of customer-based brand equity

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