The purposes of this study were to: a) examine the effect of perceived brand/sport event image fit on consumers’ cognitive and affective responses, and b) examine the effects of consumers’ cognitive and affective responses on purchase intentions. Data were collected from different participants under two conditions, pre-test and main test. The pre-test stage included 162 participants and the main test stage included 452 participants who watched the 2003 College Bowl Championship Series. The results revealed that participants in the high image fit group had more positive corporate image and brand attitude in relation to sponsors than those in the low image fit group. In addition, the participants in the high image fit group demonstrated an increased likelihood of correctly recognizing a brand with a sponsor. Finally, the effects of consumers’ cognitive and affective responses were significant in relation to intentions to purchase. These results have implications for both sport marketing industry and research to apply the efficacy of consumers’ perceptions of brand/sport event image fit in accomplishing sport sponsorship goals.
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