Effect of Perceived Sport Event and Sponsor Image Fit on Consumers’ Cognition, Affect, and Behavioral Intentions

By Gi-Yong Koo, J. Quarterman, L. Flynn. Sport Marketing Quarterly, 2006

226 citations recorded by the source corpus.

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.

Subfields: Cultural Studies, Marketing, Public Health, Environmental and Occupational Health

View Paper: https://www.semanticscholar.org/paper/f0721b175714500811d94cfa1cccd55f5ac268a0

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In Marketing

In Public Health, Environmental and Occupational Health

Konstantinos Alexandris

Citations in the corpus

The Impact of Brand Cohesiveness and Sport Identification on Brand Fit in a Sponsorship Context (2008, background): “Purchase Intentions Using a student sample, Koo et al. (2006) found brand attitude to be a significant predictor of sponsor purchase intentions.”
Measuring the Effectiveness of Sponsorship of an Elite Intercollegiate Football Program (2008, unknown): “In a study done by Koo et al. (2006), it was determined that participants with higher levels of affective responses to corporate sponsorship of the College Bowl Championship Series (BCS) showed significantly greater purchase intentions than those participants with lower-level affective responses.”
Testing a Hierarchy of Effects Model of Sponsorship Effectiveness (2012, background): “…activity involvement, product familiarity, and attitude towards sponsorship are variables proposed to influence sponsorship effectiveness (Carrillat et al., 2006; Cornwell & Maignan, 1998; Crompton, 2004; Gwinner & Swanson, 2003; Harvey, 2001; Koo et al., 2006; Meenaghan, 2001; Pope & Voges, 1999).”