Alexandris K.

Bennett G.

Bloch P.H.

Browne M.E.

Burnett J.

Espinola A.

Fink J.S.

Gwinner K.P.

International Events Group

Irwin R.L.

Joreskog K.

Koo G.Y.

Nunnally J.C.

Zhang J.J.

Given the strong interest among services marketing practitioners in sponsoring events, this study illustrates how events and sponsorships synergistically facilitate and deepen consumer relationships by connecting service brands with consumers' passions. Structural equation modeling is used to test a congruity theory-based
framework via a field study conducted at a professional cycling event. The tested model holds for two service
brands operating at different levels of sponsorship. The results demonstrate how the combination of consumers' attitudes toward the event, knowledge of the sponsor brand and their level of activity in the event domain
influence their assessments of event-sponsor fit. Interestingly, the findings indicate that, in the context of a
community-based sports event, the title sponsor did not experience any discernable advantage of sponsorship,
despite its elevated position as a sponsor and higher brand equity.</jats:p

Russell Lacey

Angeline G Close

Crossref

International Journal of Sports Marketing and Sponsorship

How fit connects service brand sponsors with consumers' passions for sponsored events

How fit connects service brand sponsors with consumers' passions for sponsored events

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