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.



Citation:

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 .

Authors

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



Volume

NA - Advances in Consumer Research Volume 37 | 2010



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