Image transfer in sports sponsorships: an assessment of moderating effects
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 October 2005
Abstract
This paper identifies factors that support and hinder image transfer in sports sponsorships. It develops a framework of drivers of image transfer and tests the proposed hypotheses empirically at a large sporting event with a number of different sponsors. The results suggest that event-sponsor fit has a positive impact and is the main driver of the strength of image transfer. Event involvement also positively affects image transfer, but the magnitude of this effect is lower. Sponsorship exposure does not have a significant influence. However, there is an interaction between event-sponsor fit and sponsorship exposure, indicating that higher exposure leads to an increased image transfer if the fit between event and sponsor is high. Implications of results for the choice and design of sport sponsorships are discussed and further areas of research identified.
Keywords
Citation
Grohs, R. and Reisinger, H. (2005), "Image transfer in sports sponsorships: an assessment of moderating effects", International Journal of Sports Marketing and Sponsorship, Vol. 7 No. 1, pp. 36-42. https://doi.org/10.1108/IJSMS-07-01-2005-B007
Publisher
:Emerald Group Publishing Limited
Copyright © 2005 by Winthrop Publications Limited