Sponsor-event congruence effects: The moderating role of sport involvement and mediating role of sponsor attitudes |
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| Institution: | 1. Department of Tourism, Sport and Hotel Management, Griffith Business School, Business Building 2, Parklands Avenue, Gold Coast, Queensland, 4222, Australia;2. Cities Research Institute, Griffith University, Bridge Lane, off Edmund Rice Drive, Gold Coast, Queensland, 4222, Australia;1. Departmentof Sport and Entertainment Management, University of South Carolina;2. Department of Human Movement Sciences, Old Dominion University;3. Center of Economic Excellence in Tourism and Economic Development, School of Hotel, Restaurant and Tourism Management, University of South Carolina;1. School of Physical Education, Tokai University, 4-1-1 Kitakaname Hiratsuka Kanagawa, 259-1292, Japan;2. Faculty of Sport Sciences, Waseda University, 3-4-1 Higashifushimi, Nishi-Tokyo, Tokyo, 2020021, Japan |
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| Abstract: | The authors examine the moderating effect of sport involvement in the association between sponsor-event congruence and consumer responses. University students (N = 118) took part in the experiment. The partial least squares structural equation modeling (PLS-SEM) results show that sport involvement moderates the effectiveness of sponsor-event congruence on sponsor credibility, influencing attitude toward the sponsor and intention to purchase the sponsor’s product. Research findings imply that a sponsorship campaign, in which sponsor-event congruence occurs, may have the power to deliver a product relevant message to consumers who are involved in sports via a central route. |
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| Keywords: | Sport sponsorship Sponsor-event congruence Match-up hypothesis Elaboration likelihood model Sponsor credibility Sport involvement |
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