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: •Interaction effects between sport involvement and sponsor-event fit were found.•Sponsor attitudes mediated the relationship between sponsor credibility and purchase intention.•Sponsor credibility played important roles between sponsor-event fit and outcome variables.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.

Date: 2019
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DOI: 10.1016/j.smr.2018.03.001

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