Explaining and Articulating the Fit Construct in Sponsorship

The fit between a sponsor and object (i.e., sponsored organization, cause, event, or individual) has been shown to be an important construct in predicting sponsorship effects, but little research has been done to understand the basis for fit perceptions. The current research uses three studies to fi...

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Bibliographic Details
Published in:Journal of advertising 2011-04, Vol.40 (1), p.57-70
Main Authors: Olson, Erik L., Thjømøe, Hans Mathias
Format: Article
Language:English
Subjects:
Accuracy
Advertising
Advertising research
Analysis
Attitudes
Banks
Brand image
Brands
Business studies
Cognitive psychology
Consumer attitudes
Consumer preferences
Consumer research
Corporate sponsorship
Emotions
Equity
Games
Mapping
Marketing
Object
Perception
Perceptions
Personality
Qualitative analysis
Racing
Soccer
Social perception
Social responsibility
Sponsorship
Studies
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Summary:The fit between a sponsor and object (i.e., sponsored organization, cause, event, or individual) has been shown to be an important construct in predicting sponsorship effects, but little research has been done to understand the basis for fit perceptions. The current research uses three studies to find and test the underlying dimensions used to judge the degree of overall fit between a sponsor and object. Starting with an exploratory study that uses qualitative cognitive mapping to uncover seven dimensions that form the basis for overall fit perceptions, a follow-up experiment determines their ability to predict overall fit and sponsorship-related attitude changes. The last study tests whether overall fit perceptions can be manipulated both positively and negatively with fit dimension-related communications about the sponsorship. The research finds that sponsor product relevance, attitude similarity, geographic similarity, audience similarity, and sponsorship duration significantly predict overall fit and/or can be used to manipulate fit perceptions positively.
ISSN:0091-3367
1557-7805
DOI:10.2753/JOA0091-3367400104