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The Role Of Customer Attitudes In Building The Reputation Of A Company Sponsoring Sport Events, Dong Jun Rew, Jin-Woo Kim, Yong-Chae Rhee
The Role Of Customer Attitudes In Building The Reputation Of A Company Sponsoring Sport Events, Dong Jun Rew, Jin-Woo Kim, Yong-Chae Rhee
Teaching and Learning Faculty Publications and Presentations
This study examines the relationship between sponsorship-fit and customer’s attitude toward the sponsorship, and explains the effect of customer’s attitude on the relationship between sponsorship-fit and firm reputation. Specifically, the effect of customer’s attitude is analyzed as mediator in the relationship between sponsorship-fit and customer-based firm reputation. Regression analysis and Partial Least Square Structural Equation Modeling (PLSSEM) are employed to test the research hypotheses. Empirical findings show the importance of sponsorship-fit affects change in customer attitude customer’s attitude mediates the relationship between sponsorship fit and firm reputation.