Fit Matters? Asymmetrical Impact of Effectiveness for Sponsors and Event Marketers

Sport Marketing Quarterly, Forthcoming

31 Pages Posted: 2 Mar 2013

See all articles by Angeline Close Scheinbaum

Angeline Close Scheinbaum

University of Texas at Austin; Clemson University

Russell Lacey

Xavier University

Date Written: February 28, 2013

Abstract

This sport marketing study establishes a clearer demarcation between an event sponsor and a sponsored event in relation to investigating the potential value of congruity. Based on 1,615 field surveys, we uncover the asymmetrical impact of event-sponsor fit on the title sponsor and sponsored professional cycling event. Specifically, the study reveals how consumers’ positive perceptions of the sponsor rise when they perceive greater fit with the event; yet, congruity does not influence consumers’ attitudes toward the event. That is, even when the event and sponsor are perceived as a mismatch, it does not impact how the attendee assesses the event. Event-sponsor fit makes for a stronger sponsorship investment, especially when the sponsor is seen as socially responsible. The tested model illustrates how the transfer of corporate social responsibility serves to bridge favorable attitudes toward the event with positive sponsor brand associations and purchasing intent for the sponsor’s brands.

Keywords: Congruity Theory, Event Marketing, Sponsorship-Linked Marketing, Cycling

Suggested Citation

Scheinbaum, Angeline Close and Lacey, Russell, Fit Matters? Asymmetrical Impact of Effectiveness for Sponsors and Event Marketers (February 28, 2013). Sport Marketing Quarterly, Forthcoming. Available at SSRN: https://ssrn.com/abstract=2226686

Angeline Close Scheinbaum (Contact Author)

University of Texas at Austin ( email )

2317 Speedway
Austin, TX 78712
United States

HOME PAGE: http://angelineclose.com

Clemson University ( email )

Clemson, SC 29631
United States

HOME PAGE: http://www.clemson.edu/business/about/profiles/aschein

Russell Lacey

Xavier University ( email )

Cincinnati, OH 45207
United States

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