Article2001

Sponsorship of Intercollegiate Athletics: The Importance of Image Matching

15 citations0/0 files storedInternational Journal of Sports Marketing and Sponsorship

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Corporate Identity and Reputation

Abstract

Given the importance of image matching as a rationale for sponsorship investment, this paper examines the extent to which image matching occurs in U.S. intercollegiate athletics. Utilizing student-athlete education and athletic program ethics as image dimensions, while controlling for winning, the authors find that individual corporations tend to sponsor athletic programs that project very different images. The authors then prescribe an approach that prospective sponsors could use to determine appropriate image matches.

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1997Dimensions of Brand Personality 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1978Conjoint Analysis in Consumer Research: Issues and Outlook 2017A Chronicle of Higher Education 1993The Voice of the Customer 1971Conjoint Measurement for Quantifying Judgmental Data 1998An International Review of Sponsorship Research 1991The Role of Sponsorship in the Marketing Communications Mix

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