Determinants of Sponsorship Fit: a Multilevel Analysis

David M. Woisetschläger, TU Dortmund University, Germany
Christof Backhaus, TU Dortmund University, Germany
Heiner Evanschitzky, Strathclyde University, Scotland, UK
Manuel Michaelis, TU Dortmund University, Germany
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’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.
[ to cite ]:
David M. Woisetschläger, Christof Backhaus, Heiner Evanschitzky, and Manuel Michaelis (2010) ,"Determinants of Sponsorship Fit: a Multilevel Analysis", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 548-549 .