The role of sponsorship fit for changing brand affect: a latent growth modeling approach
Files
(Restricted Access)
Date
2014
Authors
Mazodier, M.
Quester, P.
Editors
Advisors
Journal Title
Journal ISSN
Volume Title
Type:
Journal article
Citation
International Journal of Research in Marketing, 2014; 31(1):16-29
Statement of Responsibility
Marc Mazodier, Pascale Quester
Conference Name
Abstract
Using a latent growth modeling (LGM) approach, this study examines the controversial role of perceived sponsor-event fit in inducing changes in brand affect. On the basis of two longitudinal studies related to the 2010 FIFA World Cup and the 2012 London Olympics, the authors determine that fit and brand affect increase linearly over time. Resolving an apparent conflict in the marketing literature, the results show that the initial level of fit relates positively to the initial level of brand affect, but relates negatively to the subsequent increase in brand affect. Moreover, a significant and positive association emerges between the change trajectories, such that a steeper increase in perceived fit results in a faster rate of brand affect improvement. Furthermore, the initial level of brand affect is associated with subsequent increases in neither brand affect nor fit. Therefore, incongruence resolution is key to ensuring that sponsorship improves brand affect. Finally, both attitude toward the sponsorship and event involvement have positive impacts on subsequent increases in both brand affect and perceived fit. © 2013.
School/Discipline
Dissertation Note
Provenance
Description
Access Status
Rights
Crown Copyright © 2013