 The sponsor-event geographical match as a dimension of event-sponsor fit: An investigation in Europe and North AmericaFrançois A. Carrillat, d’Astous, Alain and Victor Davoine Australasian marketing journal, 2013, vol. 21, issue 4, 264-270 Abstract: The study presented in this article investigates a new basis for the fit construct in sponsorship, namely the sponsor-event geographical (SEG) match. In light of the fast growing internationalization of events and of the increased globalization of sponsoring brands, many event-sponsor relationships are bound to lack fit regarding a SEG match (e.g., a brand strongly associated with the European culture sponsoring an event in Australia). First, the conceptual distinction between the known bases of the fit construct and the SEG match is developed. This is followed by an experiment carried out in two different countries. Results indicate that event-sponsor relationships with a strong SEG match yield more favorable responses than non-SEG match relationships. In addition, when the SEG match is strong, event-sponsor fit is critical for sponsorship success due to its intervening role in the attitude formation process. Managerial recommendations and further research avenues are also discussed. Keywords: Sponsor; Fit; Similarity; Country-of-origin; Attitude; Globalization; Geography (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:21:y:2013:i:4:p:264-270 DOI: 10.1016/j.ausmj.2013.08.007 Access Statistics for this article Australasian marketing journal is currently edited by Roger Marshall More articles in Australasian marketing journal from Elsevier |
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