Determinants of sponsorship fit: a multilevel analysis

David M. Woisetschläger, Christof Backhaus, Heiner Evanschitzky, Manuel Michaelis

Research output: Contribution to journalArticle

Abstract

Sponsorship fit is frequently mentioned and empirically examined as a success factor of sponsorship. While sponsorship fit has been considered as a determinant of sponsorship success, little knowledge exists about the antecedents of sponsorship fit. In the present paper, individual and firm-level antecedents of sponsorship fit are examined in a single hierarchical linear model. Results show that sponsorship fit is influenced by the perception of benefits, the firm’s regional identification, sincerity, relatedness to the sponsored activity, and its dominance. On a partnership level, results show that contract length contributes to sponsorship fit while contract value is found to be unrelated.
Original languageEnglish
Pages (from-to)548-549
JournalNA - Advances in Consumer Research
Volume37
Publication statusPublished - 2010

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    Woisetschläger, D. M., Backhaus, C., Evanschitzky, H., & Michaelis, M. (2010). Determinants of sponsorship fit: a multilevel analysis. NA - Advances in Consumer Research , 37, 548-549.