Research Output

Determinants of sponsorship fit: a multilevel analysis

  Sponsorship 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.

  • Type:

    Article

  • Date:

    31 December 2010

  • Publication Status:

    Published

  • Publisher

    Association for Consumer Research

  • Funders:

    Historic Funder (pre-Worktribe)

Citation

Woisetschläger, D. M., Backhaus, C., Evanschitzky, H., & Michaelis, M. (2010). Determinants of sponsorship fit: a multilevel analysis. NA - Advances in Consumer Research, 37, 548-549

Authors

Monthly Views:

Available Documents