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Investigating the moderating role of fit on sports sponsorship and brand equity

Jörg Henseler, Bradley Wilson, Oliver Götz, Caspar Hautvast

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 July 2007

1837

Abstract

This paper outlines how managers involved in sponsorship 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

Citation

Henseler, J., Wilson, B., Götz, O. and Hautvast, C. (2007), "Investigating the moderating role of fit on sports sponsorship and brand equity", International Journal of Sports Marketing and Sponsorship, Vol. 8 No. 4, pp. 34-42. https://doi.org/10.1108/IJSMS-08-04-2007-B005

Publisher

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Emerald Group Publishing Limited

Copyright © 2007 by Winthrop Publications Limited

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