TY - JOUR
T1 - Determinants of sponsorship fit
T2 - a multilevel analysis
AU - Woisetschläger, David M.
AU - Backhaus, Christof
AU - Evanschitzky, Heiner
AU - Michaelis, Manuel
PY - 2010
Y1 - 2010
N2 - 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.
AB - 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.
UR - http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=15478
M3 - Article
VL - 37
SP - 548
EP - 549
JO - NA - Advances in Consumer Research
JF - NA - Advances in Consumer Research
ER -