This study examines whether event factors (satisfaction with the event, attitudes towards the event, and attitudes toward the activity) or program factors (sponsor fit and perceptions of corporate citizenship) are the most influential in shaping participants' attitudes towards sponsors. Structural Equation Modeling was applied to data from an annual charitable run located in the southeastern US. Results indicate that the quality of the event was a secondary factor in determining brand equity transference between sponsors and participants as measured by attitude toward the sponsors. Perceptions of corporate citizenship and sponsor fit were the most influential factors in transference. Overall this study addresses the need to examine local and smaller events and sponsorship effects.

The purpose of this study was to examine how participants perceived sponsorships of companies supporting charity-linked events. Using a charity run as a case study, participants were asked to rate five sponsors responses related to their fit, recall and intention to purchase. Our results confirm the importance of CSR as positively associated with equity, as measured by Intention to Purchase from sponsors. We also find that the participants’ initial attitudes and motives affect their Intention to Purchase from sponsors. In particular, participants who attended the event for the charity are more likely to purchase from the charity-linked event sponsors. These results indicate that sponsors of this charity-linked event in order to make the sponsorship effective should examine sponsorship opportunities against its strategy with an understanding of the event participants, the potential customers they need to engage, and the firm’s responsibility as a citizen of the communities in which it operates.