Consumer's Perceived Fits and Their Effects on a Firm's Sponsorship

[[abstract]]在商業贊助的研究中，事件的三個主要實體：消費者、事件與贊助品牌三者間的配適關係究竟是如何影響參與者對贊助品牌的態度少予探究。本研究以2009年台北聽障奧運的觀賽者為研究對象，有效問卷共365份。研究結果指出，三者結構關係以消費者對事件認同為出發、其為品牌認同以及事件與贊助品牌配適的前置變項，三者對贊助品牌態度具正向且直接的影響效果；三者間對品牌態度的路徑關係為，消費者的事件認同對贊助品牌認同具有直接效果，且後者對事件與贊助品牌配適亦具有直接效果；而事件與贊助品牌配適在三者關係的模型中，顯示其對贊助品牌態度的直接影響效果至為關鍵。[[abstract]]In commercial sponsorship research little attention has been given to the congruent relationship between the three event entities-consumer sponsoring brand and sponsored event and their effects on consumer's attitude towards sponsoring brands This study aims to investigate the effects of the three fits including consumers' event liking consumer brand identification and event-brand congruence on sponsoring brand attitude A total of 365 valid samples were collected from the 21st Summer Deaflympic Taipei 2009 to test the structured relationship The empirical results confirm the positive impacts of the three perceived fits on consumers' brand attitude Of particularly important the consumers' event liking is the antecedent of the other two perceived fits The event-sponsoring brand fit plays a mediating role between consumer-brand identification and brand attitude Consumers' event liking has a positive indirect effect through the brand identification on the event-brand fi