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’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.


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 .


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


NA - Advances in Consumer Research Volume 37 | 2010

Share Proceeding

Featured papers

See More


Emotional Volatility and Cultural Success

Jonah Berger, University of Pennsylvania, USA
Yoon Duk Kim, University of Pennsylvania, USA
Robert Meyer, University of Pennsylvania, USA

Read More


To Trace is to Trust: From Product Traceability to Brand Trust

Jing Wan, University of Groningen, The Netherlands
Pankaj Aggarwal, University of Toronto, Canada
Min Zhao, Boston College, USA

Read More


A Taxonomy of Opposition to Genetically Modified Foods

Philip M. Fernbach, University of Colorado, USA
Nicholas Light, University of Colorado, USA
Lauren Min, University of Colorado, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.