2020年
The effect of sponsorship purpose articulation on fit: moderating role of mission overlap
International Journal of Sports Marketing and Sponsorship
- ,
- 巻
- 22
- 号
- 3
- 開始ページ
- 550
- 終了ページ
- 565
- 記述言語
- 英語
- 掲載種別
- 研究論文(学術雑誌)
- DOI
- 10.1108/IJSMS-07-2020-0120
- 出版者・発行元
- Emerald
<sec><title content-type="abstract-subheading">Purpose</title>This study aimed to examine the effects of two sponsorship purpose articulations (commercially oriented vs noncommercially oriented) on attitude toward the sponsor via sponsor–property fit and the moderating effect of the overlapped mission between the sponsor and the property.
</sec><sec><title content-type="abstract-subheading">Design/methodology/approach</title>A 2 (purpose articulation type: commercially oriented vs noncommercially oriented) × 2 (mission overlap articulation condition: present vs absent) between-subjects experimental design with a control condition was employed with student sample (<italic>n</italic> = 171). The moderated mediation model was tested using Hayes' PROCESS macro model 8.
</sec><sec><title content-type="abstract-subheading">Findings</title>The commercially oriented purpose articulation did not improve sponsor–property fit as much as the noncommercially oriented purpose articulation, resulting in less favorable attitudes toward the sponsor. When the mission overlap was simultaneously articulated, the less positive effects of the commercially oriented purpose articulation were weaker.
</sec><sec><title content-type="abstract-subheading">Practical implications</title>The findings provided incongruent sponsors with insights on mixed articulation strategies with sponsorship purposes and the overlapped mission.
</sec><sec><title content-type="abstract-subheading">Originality/value</title>This study extends previous research by presenting the first understanding of the different processes in which two sponsorship purpose articulations developed attitudes toward the sponsor via sponsor–property fit and by investigating the moderating effect of the simultaneously articulated mission overlap on the processes.
</sec>
</sec><sec><title content-type="abstract-subheading">Design/methodology/approach</title>A 2 (purpose articulation type: commercially oriented vs noncommercially oriented) × 2 (mission overlap articulation condition: present vs absent) between-subjects experimental design with a control condition was employed with student sample (<italic>n</italic> = 171). The moderated mediation model was tested using Hayes' PROCESS macro model 8.
</sec><sec><title content-type="abstract-subheading">Findings</title>The commercially oriented purpose articulation did not improve sponsor–property fit as much as the noncommercially oriented purpose articulation, resulting in less favorable attitudes toward the sponsor. When the mission overlap was simultaneously articulated, the less positive effects of the commercially oriented purpose articulation were weaker.
</sec><sec><title content-type="abstract-subheading">Practical implications</title>The findings provided incongruent sponsors with insights on mixed articulation strategies with sponsorship purposes and the overlapped mission.
</sec><sec><title content-type="abstract-subheading">Originality/value</title>This study extends previous research by presenting the first understanding of the different processes in which two sponsorship purpose articulations developed attitudes toward the sponsor via sponsor–property fit and by investigating the moderating effect of the simultaneously articulated mission overlap on the processes.
</sec>
- リンク情報
-
- DOI
- https://doi.org/10.1108/IJSMS-07-2020-0120
- Web of Science
- https://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcAuth=JSTA_CEL&SrcApp=J_Gate_JST&DestLinkType=FullRecord&KeyUT=WOS:000568198800001&DestApp=WOS_CPL
- URL
- https://www.emerald.com/insight/content/doi/10.1108/IJSMS-07-2020-0120/full/xml
- URL
- https://www.emerald.com/insight/content/doi/10.1108/IJSMS-07-2020-0120/full/html
- Scopus
- https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85090185205&origin=inward
- Scopus Citedby
- https://www.scopus.com/inward/citedby.uri?partnerID=HzOxMe3b&scp=85090185205&origin=inward
- ID情報
-
- DOI : 10.1108/IJSMS-07-2020-0120
- ISSN : 1464-6668
- ORCIDのPut Code : 150798264
- SCOPUS ID : 85090185205
- Web of Science ID : WOS:000568198800001