Over the past decade sponsorship has shown high growth as a promotional vehicle. Research has found that positive fit between the event and the sponsor assists in information transference. Using current sponsorship literature this research extends current theory by; 1) identifying three dimensions determining fit; and 2) testing for the effect of sponsor-sponsor fit on brand judgments. Results suggest two dimensions primarily determine fit though both are not found together in either event-sponsor or sponsor-sponsor fit. It was also observed that this fit between sponsors did have an effect on brand attitudes and to be stronger than event-sponsor fit. Managerial implications and directions for future research are advanced in the conclusions.
| Identifer | oai:union.ndltd.org:ADTP/238579 |
| Creators | Pentecost, Robin |
| Publisher | ePublications@bond |
| Source Sets | Australiasian Digital Theses Program |
| Detected Language | English |
| Source | Theses |
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