Determinants of sponsorship fit: a multilevel analysis

Woisetschl�ger, David M.; Backhaus, Christof; Evanschitzky, Heiner; Michaelis, Manuel

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{\textquoteright}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.

Citation

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

• Journal Article Type: Article
• Publication Date: 2010
• Deposit Date: Aug 19, 2020
• Journal: NA - Advances in Consumer Research
• Publisher: Association for Consumer Research
• Peer Reviewed: Peer Reviewed
• Volume: 37
• Pages: 548-549
• Public URL: http://researchrepository.napier.ac.uk/Output/2673288