Abstract
The aim is to advance the understanding of how brand-property congruence and articulation strategy influence the perception of jersey sponsorships and how consumer-level factors such as team identification affect sponsorship outcomes. Different types of fit and sponsor categories were tested to determine the most effective type of fit as determined by outcomes of attitude toward team and sponsor, sponsor patronage, and perceptions of team and sponsor social responsibility. With a pretest (n=154) and two experiments (n=169, n=172), results indicated sponsors with a functional-based fit with the team result in greater purchase intention than corporate sponsors with a schema-based congruence. However, sponsors that were schema-based showed better performance in driving fan attitude. The work adds to schema-congruity theory by examining multiple types of fit in a new context of jersey sponsorships.
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