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Determinants Of Sports Sponsorship Response, Richard Speed, Peter Thompson

Richard Speed

Despite the growing role of sponsorship in the marketing activities of firms worldwide, academic research in this area has been limited. Adopting a classical conditioning framework, this research examines the effects of consumers’ attitudes about a sports event, their perceptions of sponsor-event fit and their attitudes about the sponsor on a multi-dimensional measure of sponsorship response. The results suggest that sponsor-event fit, perceived sincerity of the sponsor, perceived ubiquity of the sponsor and attitude towards the sponsor are key factors in generating a favorable response from sponsorship. Liking of the event and perceived status of the event have differing significance …