The Impact of Brand Cohesiveness and Sport Identification on Brand Fit in a Sponsorship Context

Gwinner, Kevin P.; Bennett, Gregg

doi:10.1123/jsm.22.4.410

Cited by 182 publications

(165 citation statements)

References 54 publications

(83 reference statements)

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“…However, the researchers targeted only CFC supporter clubs, which, per this study's invariance results, are homogenous groups that would not cast doubt on the validity of the research findings. Moreover, this study's sport fans displayed strong awareness, fit, attitude, and purchase intentions levels toward the sponsor across every analyzed country, which is in concordance with other sport sponsorship studies that have examined highly identified sport fans (e.g., Alexandris et al, 2012;Biscaia et al, 2013;Gwinner & Bennett, 2008). Fifth, the current study considered only five variables, and other variables may help to further explain sponsorship effectiveness.…”

Section: Limitations and Future Researchsupporting

confidence: 84%

“…The online survey included items adapted from previously validated surveys to measure five areas: sponsorship awareness via unaided recall (Walsh, Kim, & Ross, 2008), sponsorship fit (Gwinner & Bennett, 2008), attitude toward the sponsors (Gwinner & Bennett, 2008), gratitude (Palmatier et al, 2009), and purchase intentions (Gwinner & Bennett, 2008). Slight modifications were made to suit the specific needs of this study.…”

Section: Methodsmentioning

confidence: 99%

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Is Sport Sponsorship Global? Evidence from the United States, the United Kingdom, and India

Zaharia¹,

Mayer

Hungenberg

et al. 2016

IJMS

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This study sought to develop and test a cross-national sport sponsorship model. Sponsorship and Hofstede's cultural dimensions theories were utilized for the theoretical framework for this study. A survey was conducted with 522 Chelsea FC soccer club's fans from the United States, the United Kingdom, and India in the area of sponsorship through a jersey sponsorship. Single and multiple-group confirmatory factor analysis and structural equation modeling were used to analyze the global sport sponsorship model. The results acknowledged the measurement and structural invariance of a global model for five sport sponsorship outcomes (i.e., sponsorship awareness, sponsorship fit, attitude toward the sponsor, gratitude, and purchase intentions), controlling for age, gender, education, household income and the household's decision maker. The statistical analyses indicated that structural relationships among the analyzed sponsorship outcomes were invariant among all three countries. The effect of sponsorship fit predicted the presence of purchase intentions, while the attitude toward the sponsor was the strongest predictor of purchase intentions.

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Section: Limitations and Future Researchsupporting

confidence: 84%

Section: Methodsmentioning

confidence: 99%

Is Sport Sponsorship Global? Evidence from the United States, the United Kingdom, and India

Zaharia¹,

Mayer

Hungenberg

et al. 2016

IJMS

View full text Add to dashboard Cite

show abstract

“…The online survey included items adapted from previously validated instruments to measure three constructs: attitude toward the sponsor (Gwinner & Bennett, 2008), gratitude (Palmatier et al, 2009), and purchase intentions (Gwinner & Bennett, 2008;Hong, 2011). Slight modifications were made to suit the specific needs of this study.…”

Section: Methodsmentioning

confidence: 99%

Show Me the Money: On Predicting Actual Purchases in Cross-National Sponsorship

Zaharia¹,

Brandon-Lai²,

James³

2017

IJMS

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The improvements in new media technologies in conjunction with the expansion of innovative opportunities for marketing and consuming sport have played direct roles in the globalization of sport. However, those in the Sport Management academic field are still trying to understand the effect of culture on sport consumer behavior. Guided by Hofstede's cultural dimensions theory, the purpose of this study was to examine the sponsorship and cross-national relationships among the short-term/long-term orientation and individualism/collectivism cultural dimensions, attitude toward a sponsor, gratitude, purchase intentions, and actual purchases. Data were collected via longitudinal web surveys conducted with soccer fans from the United States, the United Kingdom, and India. The results from a structural equation model provided evidence that the individualism/collectivism cultural dimension had a significant effect on gratitude but not on actual purchases, and that the purchase intentions variable was a predictor of actual purchases.

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“…Gwinner and Bennett 2008 [60] The fit between the sponsor and the sponsored sports event has a positive influence on consumers' purchase intensions. Herrmann et al…”

Section: Firmmentioning

confidence: 99%

“…Since the 20th century, sponsoring and its effectiveness has been one of the major issues in studies on sports marketing. Much of the interest in research towards sponsoring has been focused on brand awareness, brand image, brand positioning, and consumer attitudes [60]. The literature has clearly shown the positive effects of sponsorship on company brands and brand equity [49].…”

Section: Brands and Sponsorship As Value Creatorsmentioning

confidence: 99%

How Does Value Creation Manifest Itself in the Nexus of Sport and Business? A Systematic Literature Review

Jalonen¹,

Tuominen²,

Ryömä³

et al. 2018

OJBM

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Sport is a widely used as a vehicle for promoting business. Global brands invest tens of millions of euros in high performance athletes, top teams, and popular sporting events. Studies have also shown the potentiality of sport in the business context. However, relatively few studies have focused on the interaction of business and sport from a value-creation perspective. Knowledge focusing on value creation within and through sport is scattered throughout literature and a systematic understanding of how value creation manifests itself in a business context is lacking. Using a systematic literature review and inductive analysis of 44 empirical studies, the article presents six identified topics that represent the various angles to value creation in the nexus between sport and business. The topics are 1) the many shades of value, 2) brands and sponsorship as value-creators, 3) the value of CSR in and through sport, 4) sport as a network and platform, 5) sport for developing organisations internally, and 6) value congruence and identification. The article contributes to both business management and sports management. The article proposes theoretical and managerial implications and identifies avenues for further research.

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The Impact of Brand Cohesiveness and Sport Identification on Brand Fit in a Sponsorship Context

Cited by 182 publications

References 54 publications

Is Sport Sponsorship Global? Evidence from the United States, the United Kingdom, and India

Is Sport Sponsorship Global? Evidence from the United States, the United Kingdom, and India

Show Me the Money: On Predicting Actual Purchases in Cross-National Sponsorship

How Does Value Creation Manifest Itself in the Nexus of Sport and Business? A Systematic Literature Review

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