The influence of sponsor event fit on image transfer in sports sponsorship.

Searched over 200M research papers

Research Analysis by Consensus

Consensus Meter

Yes

Possibly

The Influence of Sponsor-Event Fit on Image Transfer in Sports Sponsorship

Introduction to Sponsor-Event Fit and Image Transfer

In the realm of sports sponsorship, the concept of sponsor-event fit plays a crucial role in determining the effectiveness of image transfer from the event to the sponsoring brand. Image transfer refers to the process by which the positive attributes and associations of a sporting event are transferred to the sponsor's brand, thereby enhancing its image in the eyes of consumers. This article synthesizes findings from multiple research studies to explore how sponsor-event fit influences image transfer in sports sponsorship.

Importance of Sponsor-Event Fit in Image Transfer

Positive Impact of Sponsor-Event Fit

Research consistently shows that a high degree of fit between the sponsor and the event significantly enhances the image transfer process. When there is a strong alignment between the brand and the event, consumers are more likely to perceive the sponsor positively, leading to improved brand image . For instance, a study involving undergraduate students demonstrated that subjects exposed to a well-matched sponsor-event pairing reported greater similarities in brand-event personality components compared to those who were not exposed to the sponsorship link.

Moderating Effects of Event Involvement and Exposure

While sponsor-event fit is a primary driver of image transfer, other factors such as event involvement and sponsorship exposure also play significant roles. Event involvement, or the degree to which consumers are engaged with the event, positively affects image transfer, although its impact is less pronounced than that of sponsor-event fit. Additionally, higher sponsorship exposure can amplify the effects of a good sponsor-event fit, leading to increased image transfer . However, if the fit between the event and the sponsor is perceived as low, increased exposure may actually harm the sponsor's image.

Mechanisms of Image Transfer

Emotional and Attitudinal Pathways

The process of image transfer is mediated by emotional and attitudinal responses to the event. For example, in a study conducted at a major beach running event in Singapore, it was found that sponsor-event congruence significantly influenced positive event emotions, which in turn affected attitudes towards the event and the sponsor, ultimately leading to higher purchase intentions. This highlights the importance of creating positive emotional experiences at sponsored events to facilitate image transfer.

Role of Image Congruence and Cheering Event Fit

Image congruence, or the alignment of the sponsor's image with that of the event, is another critical factor. High image congruence leads to more favorable sponsorship responses, as evidenced by studies on World Cup sponsorships. Additionally, the concept of "cheering event fit," where the sponsor's activities align well with event-related cheering activities, can further enhance the positive effects of image congruence.

Challenges and Considerations

Ambush Marketing and Sponsor Identification

One of the challenges in assessing the effectiveness of image transfer is the phenomenon of ambush marketing, where non-sponsoring brands attempt to create the impression that they are official sponsors. This can dilute the impact of the actual sponsor's efforts. Research suggests that correct sponsor identification is driven by factors such as event-sponsor fit, event involvement, and exposure, which are crucial for successful sponsorship planning and execution.

Measuring Sponsor Image Improvement

Accurately measuring the improvement in sponsor image due to event sponsorship remains a complex task. Factors such as spectators' perceived event image, sponsor familiarity, and product category importance directly influence sponsor image improvement. Therefore, a comprehensive model that accounts for these variables is essential for evaluating the true impact of sports sponsorships on brand image.

Conclusion

In conclusion, the fit between a sponsor and a sporting event is a pivotal factor in the successful transfer of positive event attributes to the sponsor's brand. High sponsor-event fit, coupled with positive emotional and attitudinal responses, significantly enhances image transfer. However, challenges such as ambush marketing and the complexity of measuring image improvement must be addressed to maximize the benefits of sports sponsorships. By understanding and leveraging these dynamics, brands can effectively use sports sponsorships to enhance their image and achieve their marketing objectives.