A multidimensional conceptualization of the sponsor-sponsee fit in sport

Rajabi, Asieh Ghorbanian; Talebpour, Mahdi; Martinent, Guilllaume; Bodet, Guillaume; Kafashpor, Azar

doi:10.1080/23750472.2020.1723430

Cited by 5 publications

(3 citation statements)

References 38 publications

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“…The research shows how the link established by a sponsor with multiple sponsees (sporting events, football clubs, individual athletes) can affect the perception of the brand image, brand loyalty, and the intention to purchase products offered by the sponsor. The research carried out by Rajabi et al (2020), which uses innovative methods to identify the main variables that allow for the mutual adaptation between sponsors and sponsees, also refers to the sports sector [43]. On the other hand, van Rijn et al (2018) investigate the set of motivations that lead to the end of the partnership relationship [44].…”

Section: Literature Analysis On the Sponsor-sponsee Relationshipmentioning

confidence: 99%

Sponsorship’s Financial Sustainability for Cultural Conservation and Enhancement Strategies: An Innovative Model for Sponsees and Sponsors

2021

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The topic of the paper is sponsorship for the requalification/conservation of historical-architectural heritage. In the literature, there are many models for evaluating the financial efficiency of sponsorship from the point of view of the sponsor (mostly in the sports field), but none of these jointly support both the sponsor and the sponsee in the selection of financially sustainable cultural sponsorships. Trying to reduce this gap, an innovative model is proposed for estimating the profitability of cultural sponsorship. The model consists of three phases. In the first, which consists of the financial analysis of the investment for the sponsee, the minimum amount that the sponsee can request from the sponsor is established. The second phase analyzes the financial performance of potential sponsors, estimating the optimal sponsorship budget that maximizes profits. In the final phase, where the results of the two analyses are compared, the sponsee eventually reformulates his offer and decides which company to sign the contract with. The model is tested through a case study: the sponsorship of the restoration of the Don Tullio Fountain in Salerno (Italy). It is assumed that two companies are interested in sponsorship. The results show that the investment is financially sustainable for both companies.

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Section: Literature Analysis On the Sponsor-sponsee Relationshipmentioning

confidence: 99%

Sponsorship’s Financial Sustainability for Cultural Conservation and Enhancement Strategies: An Innovative Model for Sponsees and Sponsors

2021

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“…Several fit aspects should be considered. Examples are the two brands' image and personality, the target groups' demographics, psychographics, and geographical distribution, product-related attributes, benefits, and organizations' missions, marketing, and promotion strategy (Rajabi et al, 2020). However, since sponsorship fit is also a perception, as discussed in our study, it can also be influenced by individual (i.e., involvement levels) and communication (i.e., formal and informal) related factors.…”

Section: Practical Implicationsmentioning

confidence: 78%

“…Our study used a unidimensional scale to measure a global perception of perceived fit. However, Rajabi et al (2020) proposed that perceived fit can be measured with multidimensional models, including visibility, slogan, mission, color target, promotion, geography, involvement, and explicitness.…”

Section: Study Limitations and Future Researchmentioning

confidence: 99%

Testing the relationships among involvement, sponsorship perceived fit and intention to purchase sponsors’ products: the case of esports tournament viewers

Polyakova,

Karagiorgos,

Anagnostopoulos

et al. 2024

IJSMS

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PurposeDespite fast developments in esports sponsorship, limited research exists in the area of sponsorship evaluation in the esports context. The purpose of the present study was to test the relationships among esports involvement, sponsorship perceived fit and viewers’ intention to buy the sponsor’s products, and examine the degree to which perceived fit mediates the relationship between the involvement dimensions and intention.Design/methodology/approachThe study draws on the theoretical model of sponsorship effects proposed by Wakefield et al. (2020) and obtained quantitative data from sampling esports viewers (n = 285). Statistical analysis was carried out in three steps. Beyond the descriptive statistics, confirmatory factor analysis (CFA) was conducted to assess the goodness of fit of the measurement model. The mediation analysis was performed at the end of the study.FindingsThe results supported the impact of one of the esports involvement dimensions (i.e. self-expression) on both perceived fit and esports viewers’ intentions to buy sponsors’ products. Involvement (self-expression) was found to have both direct and indirect relationships, through perceived fit, on purchase intentions. The study provided support for the associations among esports involvement dimensions, sponsorship perceived fit and purchase intentions.Practical implicationsThe practitioners should first consider the involvement profile of esports viewers. The more involved viewers will be more likely to have positive perceptions about the fit between the esports tournament and the sponsor.Originality/valueIt is the first study to test a sponsorship evaluation model in the context of esports users. It does so by including a more detailed measurement of involvement (with three-dimensions) in the hypothesized model.

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