10 papers analyzed
These studies suggest that event-sponsor fit is the main driver of image transfer in sports sponsorships, with factors like event involvement, brand cohesiveness, and logical event-brand fit also playing significant roles.
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.
Event-Sponsor Fit and Image Transfer:
Moderating Factors:
Cultural and Regional Differences:
Consumer Behavior and Attitudes:
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.
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