Investigating the moderating role of fit on sports sponsorship and brand equity
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 July 2007
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
:Emerald Group Publishing Limited
Copyright © 2007 by Winthrop Publications Limited