Does Consumers’ Product Involvement With Sponsors’ Products Matter in Sponsorship?

Cindy Lee, West Virginia University, USA
Boyun Woo, Endicott College, USA
Consumers’ level of involvement with sponsors’ product along with fan identification was examined. It was assumed that sponsorship would be more effective for low involvement products among highly identified fans. The result showed that only fan identification was an influencing factor on sponsorship effects, but not product involvement.
[ to cite ]:
Cindy Lee and Boyun Woo (2011) ,"Does Consumers’ Product Involvement With Sponsors’ Products Matter in Sponsorship?", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.