The sponsor-event geographical match as a dimension of event-sponsor fit: An investigation in Europe and North America

Publisher:
University of New South Wales
Publication Type:
Journal Article
Citation:
Australasian Marketing Journal, 2013, 21 pp. 264 - 270
Issue Date:
2013-01
Full metadata record
Files in This Item:
Filename Description Size
Thumbnail2013004272OK.pdf502.29 kB
Adobe PDF
The study presented in this article investigates a new basis for the fit construct in sponsorship, namely the sponsor-event geographical (SEG) match. In light of the fast growing internationalization of events and of the increased globalization of sponsoring brands, many event-sponsor relationships are bound to lack fit regarding a SEG match (e.g., a brand strongly associated with the European culture sponsoring an event in Australia). First, the conceptual distinction between the known bases of the fit construct and the SEG match is developed. This is followed by an experiment carried out in two different countries. Results indicate that event-sponsor relationships with a strong SEG match yield more favorable responses than non-SEG match relationships. In addition, when the SEG match is strong, event-sponsor fit is critical for sponsorship success due to its intervening role in the attitude formation process. Managerial recommendations and further research avenues are also discussed.
Please use this identifier to cite or link to this item: