431
Views
0
CrossRef citations to date
0
Altmetric
Article

Strengthening Sponsorship Fit: Testing for the Influence of Sponsor Category and National Culture

ORCID Icon, ORCID Icon, &

References

  • Andrews, M., X. Luo, Z. Fang, and A. Ghose. 2016. Mobile ad effectiveness: Hyper-contextual targeting with crowdedness. Marketing Science 35 (2):218–33. doi: 10.1287/mksc.2015.0905.
  • Arunachalam, D., and N. Kumar. 2018. Benefit-based consumer segmentation and performance evaluation of clustering approaches: An evidence of data-driven decision-making. Expert Systems with Applications 111:11–34. doi: 10.1016/j.eswa.2018.03.007.
  • Bai, Y., B. H. Yim, J. Breedlove, and J. J. Zhang. 2021. Moving away from category exclusivity deals to sponsorship activation platforms: The case of the Ryder Cup. Sustainability 13 (3):1151. doi: 10.3390/su13031151.
  • Baron, R. M., and D. A. Kenny. 1986. The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology 51 (6):1173–82. [Database] doi: 10.1037/0022-3514.51.6.1173.
  • Barreda-Tarrazona, R. G. Bodet, N. Chanavat, and N. Lorgnier. 2014. Cultural influence on congruence of the sponsored—Sponsor fit at the 2012 London Olympics. The 22nd Conference of the European Association for Sport Management, Social and commercial impact of sport, Coventry, 10th September 2014.
  • Brunner, T. A., and M. M. Siegrist. 2011. A consumer-oriented segmentation study in the Swiss wine market. British Food Journal 113 (3):353–73. doi: 10.1108/00070701111116437.
  • Cece, V., E. Guillet-Descas, and G. Martinent. 2019. Revue de méthodologies longitudinales sur les émotions en contexte compétitif. Movement & Sport Sciences - Science & Motricité 105 (105):79–88. doi: 10.1051/sm/2019009.
  • Chih-Hung, M., J. M. Cheng, B. M. Purwanto, and K. Erimurti. 2011. The determinants of the sports team sponsor’s brand equity, A cross-country comparison in Asia. International Journal of Market Research 53 (6):811–29. doi: 10.2501/IJMR-53-6-811-829.
  • Clark, L. A., and D. Watson. 1995. Constructing validity: Basic issues in objective scale development. Psychological Assessment 7 (3):309–19. doi: 10.1037/1040-3590.7.3.309.
  • Cornwell, T. B., M. S. Humphreys, A. M. Maguire, C. S. Weeks, and C. L. Tellegen. 2006. Sponsorship-linked marketing: The role of articulation in memory. Journal of Consumer Research 33 (3):312–21. doi: 10.1086/508436.
  • Cornwell, T. B., and Y. Kwon. 2020. Sponsorship-linked marketing: Research surpluses and shortages. Journal of the Academy of Marketing Science 48 (4):607–29. doi: 10.1007/s11747-019-00654-w.
  • Crimmins, J., and M. Horn. 1996. Sponsorship: From management ego trip to marketing success. Journal of Advertising Research 36 (4):11–20.
  • D’Astous, A., and P. Bitz. 1995. Consumer evaluations of sponsorship programmes. European Journal of Marketing 29 (12):6–22. doi: 10.1108/03090569510102504.
  • Dahlén, M., S. Rosengren, F. Törn, and N. Öhman. 2008. Could placing ADS wrong be right? Advertising effects of thematic incongruence. Journal of Advertising 37 (3):57–67. doi: 10.2753/JOA0091-3367370305.
  • Dalakas, V., and F. Kropp. 2002. Attitude of youth toward purchasing from sponsors: A cross-cultural perspective. Journal of Euromarketing 12 (1):19–39. doi: 10.1300/J037v12n01_03.
  • De Mooij, M. 1998. Global marketing and advertising: Understanding cultural paradoxes. Thousand Oaks, CA: Sage.
  • Dreisbach, J., D. M. Woisetschläger, C. Backhaus, and T. B. Cornwell. 2021. The role of fan benefits in shaping responses to sponsorship activation. Journal of Business Research 124 (1):780–9. doi: 10.1016/j.jbusres.2018.11.041.
  • Evans, K., S. L. Shapiro, and M. T. Brown. 2020. External congruence factors contributing to sport sponsorship recall in pest control, pizza, and apparel categories. International Journal of Sport Management and Marketing 21 (2):1–20.
  • Ferrand, A., and M. Pages. 1999. Image management in sports organisations: The creation of value. European Journal of Marketing 33 (3/4):387–402. doi: 10.1108/03090569910253224.
  • Fortunato, J. A. 2013. Sponsorship selection: Brand association. In Sport sponsorship: Principles and practice, ed. J. A. Fortunato, 76–91. Jefferson, NC: McFarland & Company, Inc.
  • Gwinner, K., and S. R. Swanson. 2003. A model of fan identification: antecedents and sponsorship outcomes. Journal of Services Marketing 17 (3):275–94. doi:10.1108/08876040310474828.
  • Hair, F., R. Anderson, R. Tatham, and W. Black. 1998. Multivariate data analysis with readings. 5th ed. Englewood Cliffs, NJ: Prentice Hall.
  • Hakala, U., J. Svensson, and Z. Vincze. 2012. Consumer-based brand equity and top-of-mind awareness: A cross-country analysis. Journal of Product & Brand Management 21 (6):439–51. doi: 10.1108/10610421211264928.
  • Hao, A. W., M. Y. Hu, E. R. Bruning, and X. Liu. 2013. The impact of congruity and country image on global brand alliance evaluation. Journal of International Consumer Marketing 25 (2):107–23. doi: 10.1080/08961530.2013.759045.
  • Hickman, T. M. 2015. The impact of fan identification, purchase intentions, and sponsorship awareness on sponsors’ share of wallet. Sport Marketing Quarterly 24 (3):170–82.
  • Hofstede, G. 1984. Culture’s consequences: International differences in work-related values. Abridged ed. Newbury Park, CA: Sage Publications.
  • Hofstede, G. 2003. Culture’s consequences: Comparing values, behaviors, institutions, and organizations across nations. Behaviour Research and Therapy 41:861–2. doi: 10.1016/S0005-7967(02)00184-5.
  • IEG. 2014. The most active sponsors in the apparel category. https://www.sponsorship.com/iegsr/2014/06/16/The-Most-Active-Sponsors-In-the-Apparel-Category.aspx.
  • IEG. 2017a. Sponsorship lexicon and glossary—Sponsorship resources. Archived from the original on 22 August 2013. Retrieved 28 April 2018. http://www.sponsorship.com/Resources/IEG-Lexicon-and-Glossary.aspx.
  • IEG. 2017b. Bank of America Banks success with MLB activation. https://www.sponsorship.com/Report/2017/10/23/Bank-of-America-Banks-Success-with-MLB-Activation.aspx.
  • IEG. 2017c. Insurance companies find peace of mind with sponsorship. https://www.sponsorship.com/Report/2017/09/05/Insurance-Companies-Find-Peace-Of-Mind-With-Sponso.aspx.
  • Jagre, E., J. J. Watson, and J. G. Watson. 2001. Sponsorship and congruity theory: A theoretical framework for explaining consumer attitude and recall of event sponsorship. Advances in Consumer Research 28 (1):439–45.
  • Keshkar, S., I. Lawrence, M. Dodds, E. Morris, T. Mahoney, K. Heisey, F. Addesa, D. Hedlund, G. Dickson, H. Ghasemi, et al. 2019. The role of culture in sports sponsorship: An update. Annals of Applied Sport Science 7 (1):57–81. doi: 10.29252/aassjournal.7.1.57.
  • Kim, Y., H. W. Lee, M. J. Magnusen, and M. Kim. 2015. Factors influencing sponsorship effectiveness: A meta-analytic review and research synthesis. Journal of Sport Management 29 (4):408–25. doi: 10.1123/jsm.2014-0056.
  • Koronios, K., P. Dimitropoulos, A. Travlos, I. Douvis, and V. Ratten. 2020. Online technologies and sports: A new era for sponsorship. The Journal of High Technology Management Research 31 (1):100373. doi: 10.1016/j.hitech.2020.100373.
  • Koronios, K., N. Lazaros, D. Panagiotis, and R. Vanessa. 2022. Not just intentions: Predicting actual purchase behavior in sport sponsorship context sport. Sport, Business and Management: An International Journal 12 (1):4–28. doi: 10.1108/SBM-03-2021-0034.
  • Koronios, K., D. Vrontis, and A. Thrassou. 2021. Strategic sport sponsorship management—A scale development and validation. Journal of Business Research 130:295–307. doi: 10.1016/j.jbusres.2021.03.031.
  • Lin, H. C., and P. F. Bruning. 2020. Sponsorship in focus: A typology of sponsorship contexts and research agenda. Marketing Intelligence & Planning 39 (2):213–33. doi: 10.1108/MIP-04-2020-0169.
  • Ližbetinová, L., P. Štarchoň, S. Lorincová, D. Weberová, and P. Průša, P. 2019. Application of cluster analysis in marketing communications in small and medium-sized enterprises: An empirical study in the Slovak Republic. Sustainability 11 (8):2302–18. doi: 10.3390/su11082302.
  • MacCallum, R. C., and J. T. Austin. 2000. Applications of structural equation modeling in psychological research. Annual Review of Psychology 51 (1):201–26. doi: 10.1146/annurev.psych.51.1.201.
  • Madrigal, R. 2001. Social identity effects in a belief–attitude–intentions hierarchy: Implications for corporate sponsorship. Psychology and Marketing 18 (2):145–65. doi: 10.1002/1520-6793(200102)18:2<145::AID-MAR1003>3.0.CO;2-T.
  • Mandler, G. 1982. The structure of value: Accounting for taste, in effect cognition. The 17th Annual Carneige Symposium, ed. M. S. Clark and S. T. Fiske, 3–36. Hillsdale, NJ: Lawrence Erlbaum Associates.
  • Marsh, H. W., U. Trautwein, O. Lüdtke, O. Köller, and J. Baumert. 2005. Academic self-concept, interest, grades, and standardized test scores: Reciprocal effects models of causal ordering. Child Development 76 (2):397–416. doi: 10.1111/j.1467-8624.2005.00853.x.
  • Martinent, G., and J. Decret. 2015. Coping profiles of young athletes in their everyday life: A three-wave two-month Study. European Journal of Sport Science 15 (8):736–47. doi: 10.1080/17461391.2015.1051131.
  • Martinent, G., E. Guillet-Descas, and S. Moiret. 2015. Reliability and validity evidence for the French Psychological Need Thwarting Scale (PNTS) scores: Significance of a distinction between thwarting and satisfaction of basic psychological needs. Psychology of Sport and Exercise 20:29–39. doi: 10.1016/j.psychsport.2015.04.005.
  • Martinent, G., and M. Nicolas. 2017. Athletes’ affective profiles within competition situations: A two-wave study. Sport, Exercise, and Performance Psychology 6 (2):143–57. doi: 10.1037/spy0000085.
  • Mazodier, M., and D. Merunka. 2012. Achieving brand loyalty through sponsorship: The role of fit and self-congruity. Journal of the Academy of Marketing Science 40 (6):807–20. doi: 10.1007/s11747-011-0285-y.
  • Melovic, R., S. Rogic, J. C. Smolovic, B. Dudic, and M. Gregus. 2019. The impact of sport sponsorship perceptions and attitudes on purchasing decision of fans as consumers—Relevance for promotion of corporate social responsibility and sustainable practices. Sustainability 11 (22):6389. doi: 10.3390/su11226389.
  • Merz, M. A., Y. He, and D. L. Alden. 2008. A categorization approach to analyzing the global consumer culture debate. International Marketing Review 25 (2):166–82. doi: 10.1108/02651330810866263.
  • Meyners, J., C. Barrot, J. U. Becker, and J. Goldenberg. 2017. The role of mere closeness—How geographic proximity affects social influence. Journal of Marketing 81 (5):49–66. doi: 10.1509/jm.16.0057.
  • Mitchell, A. A., and J. C. Olson. 1981. Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?. Journal of Marketing Research 18 (3):318 doi:10.2307/3150973.
  • Müllensiefen, D., C. Hennig, and H. Howells. 2018. Using clustering of rankings to explain brand preferences with personality and sociodemographic variables. Journal of Applied Statistics 45 (6):1009–29. doi: 10.1080/02664763.2017.1339025.
  • Olson, E. L. 2010. Does sponsorship work in the same way in different sponsorship contexts? European Journal of Marketing 44 (1/2):180–99. doi: 10.1108/03090561011008664.
  • Park, H., C. M. Lim, V. Bhardwaj, and Y. K. Kim. 2011. Benefit segmentation of TV home shoppers. International Journal of Retail & Distribution Management 39 (1):7–24. doi: 10.1108/09590551111104459.
  • Pearsall, J. 2009. Tightening our belts: What research tells us about corporate sponsorship in the current economic crisis. Journal of Sponsorship 3 (1):23–34.
  • Pu, H., and J. James. 2017. The distant fan segment: Exploring motives. International Journal of Sports Marketing and Sponsorship 18 (4):418–38. doi: 10.1108/IJSMS-05-2016-0022.
  • Rajabi, A. G., M. Talebpour, G. Martinent, G. Bodet, and A. Kafashpor. 2020. A multidimensional conceptualization of the sponsor-sponsee fit in sport sponsorship. Managing Sport and Leisure 25 (5):321–43. doi: 10.1080/23750472.2020.1723430.
  • Rifon, N. J., M. C. Sejung, C. S. Trimble, and L. Hairong. 2004. Congruence effects in sponsorship: The mediating role of sponsor credibility and consumer attributions of sponsor motive. Journal of Advertising 31 33 (1):30–42. ( doi: 10.1080/00913367.2004.10639151.
  • Robinson, O. C., A. Dunn, S. Nartova-Bochaver, K. Bochaver, S. Asadi, Z. Khosravi, S. M. Jafari, X. Zhang, and Y. Yang. and 2016. Figures of admiration in emerging adulthood: A four-country study. Emerging Adulthood 4 (2):82–91. doi: 10.1177/2167696815601945.
  • Ross, S. D. 2007. Segmenting sport fans using brand associations: A cluster analysis. Sport Marketing Quarterly 16 (1):15–24.
  • Roy, D. P., and T. B. Cornwell. 2004. The effects of consumer knowledge on responses to event sponsorships. Psychology and Marketing 21 (3):185–207. doi: 10.1002/mar.20001.
  • Sarstedt, M., P. Bengart, A. M. Shaltoni, and S. Lehmann. 2018. The use of sampling methods in advertising research: A gap between theory and practice. International Journal of Advertising 37 (4):650–63. doi: 10.1080/02650487.2017.1348329.
  • Simmons, C. J., and K. L. Becker-Olsen. 2006. Achieving marketing objectives through social sponsorships. Journal of Marketing 70 (4):154–69. doi: 10.1509/jmkg.70.4.154.
  • Soares, A. M., M. Farhangmehr, and A. Shoham. 2007. Hofstede’s dimensions of culture in international marketing studies. Journal of Business Research 60 (3):277–84. doi: 10.1016/j.jbusres.2006.10.018.
  • Song, R., S. Moon, H. Chen, and M. B. Houston. 2018. When marketing strategy meets culture: The role of culture in product evaluations. Journal of the Academy of Marketing Science 46 (3):384–402. doi: 10.1007/s11747-017-0525-x.
  • Spears, N., and S. N. Singh. 2004. Measuring Attitude toward the Brand and Purchase Intentions. Journal of Current Issues & Research in Advertising 26 (2):53–66. doi:10.1080/10641734.2004.10505164.
  • Taras, V., B. I. Kirkman, and P. Steel. 2010. Examining the impact of Culture’s consequences: A three-decade, multilevel, meta-analytic review of Hofstede’s cultural value dimensions . The Journal of Applied Psychology 95 (3):405–39. doi: 10.1037/a0018938.
  • Tversky, A., and D. Kahneman. 1973. Availability: A heuristic for judging frequency and probability. Cognitive Psychology 5 (2):207–32. doi: 10.1016/0010-0285(73)90033-9.
  • Wakefield, K. L., K. L. Becker-Olsen, and T. B. Cornwell. 2007. I spy a sponsor: The effects of sponsorship level, prominence, relatedness, and cueing on recall accuracy. Journal of Advertising 36 (4):61–74. doi: 10.2753/JOA0091-3367360405.
  • Weeks, C. S., T. B. Cornwell, and J. C. Drennan. 2008. Leveraging sponsorships on the internet: Activation, congruence, and articulation. Psychology and Marketing 25 (7):637–54. doi: 10.1002/mar.20229.
  • Westland, J. C. 2010. Lower bounds on sample size in structural equation modeling. Electronic Commerce Research and Applications 9 (6):476–87. doi: 10.1016/j.elerap.2010.07.003.
  • Woisetschläger, D. M., and M. Michaelis. 2012. Sponsorship congruence and brand image. European Journal of Marketing 46 (3/4):509–23. doi:10.1108/03090561211202585.
  • Yoo, C., and D. MacInnis. 2005. The brand attitude formation process of emotional and informational ads. Journal of Business Research 58 (10):1397–406. doi: 10.1016/j.jbusres.2005.03.011.
  • Zdravkovic, S., P. Magnusson, and S. M. Stanley. 2010. Dimensions of fit between a brand and a social cause and their influence on attitudes. International Journal of Research in Marketing 27 (2):151–60. doi: 10.1016/j.ijresmar.2010.01.005.

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.