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

Introduction

The influence of sponsor-event fit on image transfer in sports sponsorship is a critical area of research in marketing and brand management. This topic explores how the alignment between a sponsor and a sporting event can affect the transfer of the event's image to the sponsor's brand, ultimately impacting brand perception, loyalty, and consumer behavior.

Key Insights

Event-Sponsor Fit and Image Transfer:
- A strong fit between the sponsor and the event enhances the transfer of the event's image to the sponsor's brand, leading to more favorable brand perceptions and increased purchase intentions .
- High image congruence between the sponsor and the event results in more positive consumer responses, including attitudes and intentions .
Moderating Factors:
- Event involvement positively affects image transfer, although its impact is less significant compared to event-sponsor fit .
- Sponsorship exposure alone does not significantly influence image transfer unless there is a high event-sponsor fit .
- High levels of identification with the event and logical event-brand fit increase perceptions of image transfer .
Cultural and Regional Differences:
- In Asian markets, appropriate sponsor-event fit enhances brand loyalty and customer equity by positively influencing attitudes toward the sponsor and brand image. However, the direct impact on brand image may vary between countries, such as Korea and China.
Consumer Behavior and Attitudes:
- Positive event emotions and attitudes towards the event significantly influence attitudes towards the sponsor and purchase intentions.
- High cheering event fit can lead to more favorable sponsorship responses, although its interaction with image congruence can moderate the overall effect.

Conclusion

The research consistently shows that a strong fit between the sponsor and the sporting event is crucial for effective image transfer. This alignment enhances brand perception, consumer attitudes, and purchase intentions. While event involvement and exposure also play roles, their effects are secondary to the importance of event-sponsor fit. Additionally, cultural differences can influence the effectiveness of sponsorship strategies, highlighting the need for tailored approaches in different markets. Overall, ensuring a high degree of congruence between the sponsor and the event is key to maximizing the benefits of sports sponsorship.

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

Summary

Introduction

Key Insights

Conclusion

Sources and full results

Building Brand Image Through Event Sponsorship: The Role of Image Transfer

Event sponsorship leads to image transfer between brands and sporting events, with enhanced transfer when the event and brand are matched on an image or functional basis.

Image transfer in sports sponsorships: an assessment of moderating effects

Event-sponsor fit is the main driver of image transfer in sports sponsorships, with event involvement also positively impacting image transfer, but sponsorship exposure has no significant influence.

Sports sponsorship effects on customer equity: an Asian market application

Appropriate sponsorship fit in sports events enhances brand loyalty and customer equity in both Korea and China, with Koreans showing higher effects on brand image, loyalty, and customer equity.

A model of image creation and image transfer in event sponsorship

Event sponsorship activities transfer an event's image associations to the sponsoring brand, with moderating variables impacting the strength of meaning transfer and attitudes towards the brand.

The effectiveness of image congruence and the moderating effects of sponsor motive and cheering event fit in sponsorship

High image congruence and high cheering event fit lead to more favourable sponsorship responses, but the effect of image congruence on sponsorship response becomes weaker at higher levels of cheering event fit.

Sponsorship effects on brand image: The role of exposure and activity involvement

Increased sponsorship exposure can reduce sponsor image if perceived as low fit or high event commercialization, while activity involvement improves it.

Image Transfer in Corporate Event Sponsorship: Assessing the Impact of Team Identification and Event-Sponsor Fit

High levels of identification and logical event-brand fit increase image transfer perceptions, which predict intentions to purchase from event sponsors.

Investigating Brand Image Transfer in Sport Sponsorship Of a Participation Sport Event in Singapore

Sponsor-event congruence, event emotions, and sponsor attitude significantly influence brand image transfer in Singaporean participation sport events, benefiting corporate sponsors.

The Impact of Brand Cohesiveness and Sport Identification on Brand Fit in a Sponsorship Context

Brand cohesiveness and sport identification positively influence brand fit in sponsorship contexts, leading to improved attitude towards sponsors and increased purchase intentions.

Involvement and Image Transfer in Sports Sponsorship

Higher involvement in sports sponsorship leads to a more effective image transfer between the sponsor and the event, with less involvement affecting purchase intention.

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