Add to ORKGSponsorship 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
Recent research into consumer responses to sponsorships has examined the role of sponsor-event fit o...
Despite the growing role of sponsorship in the marketing activities of firms worldwide, academic res...
This paper illustrates how sponsorship managers view the impact of sponsorship activities on the per...
Sponsorship fit is frequently mentioned and empirically examined as a success factor of sponsorship....
Sponsoring joins brands with sports, the arts, and events in mutually beneficial partnerships. In th...
Sponsorship is one of the fastest growing forms of marketing communication. Despite the popularity, ...
Objectives: The main objectives of this study were to investigate the effects of the most commonly c...
This paper outlines how managers involved in sponsorship decisions view the impacts of different lev...
The purposes of this study are to verify the relationship between sponsorship-fit and customer’s att...
Research Paper Purpose The development of a comprehensive model of high-level sponsorship effects t...
This study is dedicated to finding the right combination between provision of fit and motive articul...
Sponsoring joins brands with sports, the arts, and events in mutually beneficial partnerships. In th...
This paper examines cause-marketing promotions and finds that fit between social causes and consumer...
The study presented in this article investigates a new basis for the fit construct in sponsorship, n...
This study examines the relationship between sponsorship-fit and customer’s attitude toward the spon...
Recent research into consumer responses to sponsorships has examined the role of sponsor-event fit o...
Despite the growing role of sponsorship in the marketing activities of firms worldwide, academic res...
This paper illustrates how sponsorship managers view the impact of sponsorship activities on the per...
Sponsorship fit is frequently mentioned and empirically examined as a success factor of sponsorship....
Sponsoring joins brands with sports, the arts, and events in mutually beneficial partnerships. In th...
Sponsorship is one of the fastest growing forms of marketing communication. Despite the popularity, ...
Objectives: The main objectives of this study were to investigate the effects of the most commonly c...
This paper outlines how managers involved in sponsorship decisions view the impacts of different lev...
The purposes of this study are to verify the relationship between sponsorship-fit and customer’s att...
Research Paper Purpose The development of a comprehensive model of high-level sponsorship effects t...
This study is dedicated to finding the right combination between provision of fit and motive articul...
Sponsoring joins brands with sports, the arts, and events in mutually beneficial partnerships. In th...
This paper examines cause-marketing promotions and finds that fit between social causes and consumer...
The study presented in this article investigates a new basis for the fit construct in sponsorship, n...
This study examines the relationship between sponsorship-fit and customer’s attitude toward the spon...
Recent research into consumer responses to sponsorships has examined the role of sponsor-event fit o...
Despite the growing role of sponsorship in the marketing activities of firms worldwide, academic res...
This paper illustrates how sponsorship managers view the impact of sponsorship activities on the per...