Image Transfer in Corporate Event Sponsorship: Assessing the Impact of Team Identification and Event-Sponsor Fit

International Journal of Management and Marketing Research, Vol. 2, No. 1, pp. 1-15, 2009

15 Pages Posted: 27 Feb 2010 Last revised: 30 Jun 2010

See all articles by Kevin P. Gwinner

Kevin P. Gwinner

Kansas State University

Brian V. Larson

Widener University

Scott R. Swanson

University of Wisconsin - Eau Claire

Date Written: 2009

Abstract

Prior research has suggested and found evidence for an event’s image being transferred to a brand because of sponsorship activity. This study builds on prior work by examining how the image transfer process is impacted by spectators’ level of identification and the degree to which the sponsor and event are perceived to be logically connected (event-sponsor fit). Further, the impact of image transfer on sponsorship related behavioral intentions is assessed. Using two contexts and nine different sponsors our results indicate that high levels of identification and a logical event-brand fit serve to increase image transfer perceptions. Image transfer is also found to predict intentions to purchase from event sponsors. Managerial implications and directions for future research are discussed.

Keywords: Image Transfer, Event-Sponsor Fit, Transfer Perceptions, Identification, Team Identification

JEL Classification: M31, M37

Suggested Citation

Gwinner, Kevin P. and Larson, Brian V. and Swanson, Scott R., Image Transfer in Corporate Event Sponsorship: Assessing the Impact of Team Identification and Event-Sponsor Fit (2009). International Journal of Management and Marketing Research, Vol. 2, No. 1, pp. 1-15, 2009, Available at SSRN: https://ssrn.com/abstract=1555248

Kevin P. Gwinner (Contact Author)

Kansas State University ( email )

Manhattan, KS 66506-4001
United States

Brian V. Larson

Widener University ( email )

One University Place
QC117
Chester, PA 19013
United States
6104991182 (Phone)
6104994614 (Fax)

HOME PAGE: http://www.widener.edu

Scott R. Swanson

University of Wisconsin - Eau Claire ( email )

Accounting and Finance