Investigating the Moderating Role of Fit on Sports Sponsoring and Brand Equity: A Structural Model
Abstract
This paper outlines how managers involved insponsorship decisions view the impacts of different levels of sponsorship on brand equity. The moderating role of fit between sponsor and sponsee is also investigated. The study participants were managers involved in sponsoring football clubs in the Netherlands. Sports sponsorship was conceptualised as a second-order formative index, the sport sponsorship index (SSI). Results indicate that the relationship between sport sponsorship and brand equity is significant, with greater variability being explained when fit and the interaction term is introduced into the model.
Keywords
sponsorship; sport sponsorship index; sponsorship fit; brand equity; partial least squares
Cite as
Henseler, J., Wilson, B., & Götz, O. (2006). Investigating the Moderating Role of Fit on Sports Sponsoring and Brand Equity: A Structural Model. In Proceedings of the 35th EMAC, Athen.Details
Publication type
Research article in proceedings (conference)
Peer reviewed
Yes
Publication status
Published
Year
2006
Conference
35th EMAC
Venue
Athen
Book title
Proceedings of the 35th European Marketing Academy Conference
Editor
Avlonitis George J.
Language
English