344
Views
4
CrossRef citations to date
0
Altmetric
Articles

A multidimensional conceptualization of the sponsor-sponsee fit in sport

ORCID Icon, ORCID Icon, ORCID Icon, ORCID Icon & ORCID Icon
Pages 321-343 | Received 04 Jun 2018, Accepted 23 Jan 2020, Published online: 10 Mar 2020

References

  • Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103, 411–423.
  • Bachleda, C., Fakhar, A., & Elouazzani, Z. (2016). Quantifying the effect of sponsor awareness and image on the sports involvement–purchase intention relationship. Sport Management Review, 19(3), 293–305.
  • Bigné, E., Currás-Pérez, R., & Aldas-Manzano, J. (2012). Dual nature of cause-brand fit influence on corporate social responsibility consumer perception. European Journal of Marketing, 46(3/4), 575–594.
  • Breuer, C., & Rumpf, C. (2011). Assessing the drivers of sport sponsor identification: Findings from an empirical lab study. Thunderbird International Business Review, 53(6), 739–746.
  • Carrillat, F. A., d’Astous, A., & Davoine, V. (2013). The sponsor-event geographical match as a dimension of event-sponsor fit: An investigation in Europe and North America. Australasian Marketing Journal, 21(4), 264–270.
  • Chen, F. F., & Zhang, Z. (2018). Bifactor models in psychometric test development. In P. Irwing, T. Booth, & D. J. Hughes (Eds.), The Wiley handbook of psychometric testing: A multidisciplinary reference on survey, scale and test development (pp. 325–345). Hoboken: John Wiley, Sons Ltd.
  • Clemente, S., Dolansky, E., Mantonakis, A., & White, K. (2014). The effects of perceived product-extrinsic cue incongruity on consumption experiences: The case of celebrity sponsorship. Marketing Letters, 25, 373–384.
  • Close, A. G., & Russell, L. (2013). Sponsorship - fit matters? Asymmetrical impact for effectiveness on sponsors and event marketers. Journal of Sport Marketing Quarterly, 2(2), 71–82.
  • Cornwell, T. B., Humphreys, M. S., Maguire, A. M., Weeks, C. S., & Tellegen, C. L. (2006). Sponsorship-linked marketing: The role of articulation in memory. Journal of Consumer Research, 33, 312–321.
  • Decarlo, T. E. (2005). The effects of sales message and suspicion of ulterior motives on salesperson evaluation. Journal of Consumer Psychology, 15, 238–249.
  • Fiske, S. T., & Pavelchak, M. A. (1986). Category-based versus piecemeal-based affective responses: Developments in schema-triggered affect. In R. M. Sorrentino & E. T. Higgins (Eds.), Handbook of motivation and cognition: Foundations of social behavior (pp. 167–203). New York: Guilford Press.
  • Fleck, N. D., & Quester, P. (2007). Birds of a feather flock together definition, role, and measure of congruence: An application to sponsorship. Psychology and Marketing, 24(11), 975–1000.
  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39–50.
  • Gignac, G. E. (2016). The higher-order model imposes a proportionality constraint: That is why the bifactor model tends to fit better. Intelligence, 55, 57–68.
  • Gustafsson, J., & Aberg-Bengtsson, L. (2010). Unidimensionality and the interpretability of psychological instruments. In S. Embretson (Ed.), Measuring Psychological constructs (pp. 97–121). Washington DC: American Psychological Association.
  • Gwinner, K. P., & Eaton, J. (1999). Building brand image through event sponsorship: The role of image transfer. Journal of Advertising, 28(4), 47–57.
  • Howard, J. L., Gagné, M., Morin, A. J. S., & Forest, J. (2018). Using bifactor exploratory structural equation modeling to test for a continuum structure of motivation. Journal of Management, 44(7), 2638–2664.
  • Jennrich, R. I., & Bentler, P. M. (2011). Exploratory bi-factor analysis. Psychometrika, 76, 537–549.
  • Kim, S., & Yongjae, K. (2012). Match-up effect of brand personality in sponsorship: The case of the 2010 world cup. Paper presented at the 19th Conference of the European Association for Sport Management.
  • Kinra, N. (2006). The effect of country-of-origin on foreign brand names in the Indian market. Marketing Intelligence & Planning, 24(1), 15–30.
  • Kline, R. B. (2011). Principles and practice of structural equation modeling. New York: Guilford Press.
  • Ko, Y. J., Kim, K., Claussen, C. L., & Kim, T. H. (2008). The effects of sport involvement, sponsor awareness and corporate image on intention to purchase sponsors’ products. International Journal of Sports Marketing and Sponsorship, 9(2), 6–21.
  • Koo, G., Quarterman, J., & Flynn, L. (2006). Effect of perceived sport event and sponsor image fit on consumers’ cognition, affect, and behavioral intentions. Sport Marketing Quarterly, 15, 80–90.
  • Koronios, K., Psiloutsikou, M., Kriemadis, T., & Kolovos, P. (2016a). The effect of perceived motivation of sports sponsorship: Evidence from basketball fans. International Journal of Business and Economic Sciences Applied Research, 9(2), 33–45.
  • Koronios, K., Psiloutsikou, M., Kriemadis, A., Zervoulakos, P., & Leivaditi, E. (2016b). Sport sponsorship: The impact of sponsor image on purchase intention of fans. Journal of Promotion Management, 22(2), 238–250.
  • Lee, M. Y., Knight, D., & Kim, Y. K. (2008). Brand analysis of a US global brand in comparison with domestic brands in Mexico, Korea, and Japan. Journal of Product & Brand Management, 17(3), 163–174.
  • MacCallum, R. C., & Austin, J. T. (2000). Applications of structural equation modelling in psychological research. Annual Review of Psychology, 51, 201–226.
  • Marsh, H. W., Morin, A. J. S., Parker, P. D., & Kaur, G. (2014). Exploratory structural equation modeling: An integration of the best features of exploratory and confirmatory factor analysis. Annual Review of Clinical Psychology, 10, 85–110.
  • Marsh, H. W., Trautwein, U., Lüdtke, O., Köller, O., & Baumert, J. (2005). Academic self-concept, interest, grades, and standardized test scores: Reciprocal effects models of causal ordering. Child Development, 76, 397–416.
  • Martinent, G., Guillet-Descas, E., & Moiret, S. (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.
  • Medin, D. L., Goldstone, R. L., & Gentner, D. (1993). Respects for similarity. Psychological Review, 100(2), 254–278.
  • Morin, A. J., Arens, A. K., & Marsh, H. W. (2016). A bifactor exploratory structural equation modeling framework for the identification of distinct sources of construct-relevant psychometric multidimensionality. Structural Equation Modeling: A Multidisciplinary Journal, 23, 116–139.
  • Muthén, L. K., & Muthén, B. (2008). Mplus user’s guide. Los Angeles, CA: Muthén & Muthén.
  • Nicolas, M., Vacher, P., Martinent, G., & Mourot, L. (2019). Monitoring stress and recovery states: Structural and external stages of the short version of the RESTQ sport in elite swimmers before championships. Journal of Sport and Health Science, 8, 77–88.
  • Olson, E. L., & Thjømøe, H. M. (2011). Explaining and articulating the fit construct in sponsorship. Journal of Advertising, 40(1), 57–70.
  • Papadimitriou, D., Kaplanidou, K., & Papacharalampous, N. (2016). Sport event-sponsor fit and its effects on sponsor purchase intentions: A non-consumer perspective among athletes, volunteers and spectators. Journal of Business and Industrial Marketing, 31(2), 1–44.
  • Pappu, R., Quester, P., & Cooksey, R. W. (2006). Consumer-based brand equity and country-of-origin relationships: Some empirical evidence. European Journal of Marketing, 40(5–6), 696–717.
  • Pentecost, R. D. (2007). Multi-Sponsored events: Should I sponsor if they are? The Multi-dimensionality of fit and its effect on brand judgments. Ph.D. thesis, M.B.A., Bond university, Australia.
  • Pentecost, R., & Spence, M. (2004). Exploring the dimensions of fit within sports sponsorship. In J. Wiley (Ed.), Presented at the ANZMAC 2004 Marketing accountabilities and responsibilities, Wellington New Zealand.
  • Reise, S. (2012). The rediscovery of bifactor measurement models. Multivariate Behavioral Research, 47, 667–696.
  • Roy, D. P., & Cornwell, T. B. (2004). The effects of consumer knowledge on Responses to event sponsorships. Psychology and Marketing, 21, 185–207.
  • Simmons, C. J., & Becker-Olsen, K. L. (2006). Achieving marketing Objectives through social sponsorship. Journal of Marketing Research, 70, 154–169.
  • Speed, R., & Thompson, P. (2000). Determinants of sport sponsorship response. Journal of the Academy of Marketing Science, 28, 226–238.
  • Yuan, K. H., & Bentler, P. M. (2000). Three likelihood-based methods for mean and covariance structure analysis with nonnormal missing data. In M. E. Sobel & M. P. Becker (Eds.), Sociological methodology 2000 (pp. 165–200). Washington, D.C.: ASA.
  • Yung, Y.-F., Thissen, D., & McLeod, L. D. (1999). On the relation between the higher-order factor model and the hierarchical factor model. Psychometrika, 64, 113–128.
  • Zdravkovic, S., Magnusson, P., & Stanley, S. M. (2010). Dimensions of fit between a brand and a social cause and their influence on attitudes. International Journal of Research in Marketing, 27, 151–160.

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.