The role of sponsorship fit for changing brand affect: A latent growth modeling approach

Marc Mazodier and Pascale Quester

International Journal of Research in Marketing, 2014, vol. 31, issue 1, 16-29

Abstract: Using a latent growth modeling (LGM) approach, this study examines the controversial role of perceived sponsor–event fit in inducing changes in brand affect. On the basis of two longitudinal studies related to the 2010 FIFA World Cup and the 2012 London Olympics, the authors determine that fit and brand affect increase linearly over time. Resolving an apparent conflict in the marketing literature, the results show that the initial level of fit relates positively to the initial level of brand affect, but relates negatively to the subsequent increase in brand affect. Moreover, a significant and positive association emerges between the change trajectories, such that a steeper increase in perceived fit results in a faster rate of brand affect improvement. Furthermore, the initial level of brand affect is associated with subsequent increases in neither brand affect nor fit. Therefore, incongruence resolution is key to ensuring that sponsorship improves brand affect. Finally, both attitude toward the sponsorship and event involvement have positive impacts on subsequent increases in both brand affect and perceived fit.

Keywords: Sponsorship; Congruence; Event involvement; Attitudes toward sponsorship; Latent growth modeling (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (9)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S016781161300089X
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:31:y:2014:i:1:p:16-29

DOI: 10.1016/j.ijresmar.2013.08.004

Access Statistics for this article

International Journal of Research in Marketing is currently edited by Roland Rust

More articles in International Journal of Research in Marketing from Elsevier
Bibliographic data for series maintained by Catherine Liu ().