Sponsor-event congruence effects: The moderating role of sport involvement and mediating role of sponsor attitudes

Jakeun Koo and Younghan Lee

Sport Management Review, 2019, vol. 22, issue 2, 222-234

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.

Keywords: Sport sponsorship; Sponsor-event congruence; Match-up hypothesis; Elaboration likelihood model; Sponsor credibility; Sport involvement (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S1441352318300767
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:spomar:v:22:y:2019:i:2:p:222-234

Ordering information: This journal article can be ordered from
http://www.elsevier.com/wps/find/journaldescription.cws_home/716936/bibliographic
http://www.elsevier. ... 716936/bibliographic

DOI: 10.1016/j.smr.2018.03.001

Access Statistics for this article

Sport Management Review is currently edited by Tracy Taylor

More articles in Sport Management Review from Elsevier
Bibliographic data for series maintained by Catherine Liu ().