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Sponsor-event congruence effects: The moderating role of sport involvement and mediating role of sponsor attitudes

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  • Jakeun Koo
  • Younghan Lee

Abstract

•Interaction effects between sport involvement and sponsor-event fit were found.•Sponsor attitudes mediated the relationship between sponsor credibility and purchase intention.•Sponsor credibility played important roles between sponsor-event fit and outcome variables.The authors examine the moderating effect of sport involvement in the association between sponsor-event congruence and consumer responses. University students (N = 118) took part in the experiment. The partial least squares structural equation modeling (PLS-SEM) results show that sport involvement moderates the effectiveness of sponsor-event congruence on sponsor credibility, influencing attitude toward the sponsor and intention to purchase the sponsor’s product. Research findings imply that a sponsorship campaign, in which sponsor-event congruence occurs, may have the power to deliver a product relevant message to consumers who are involved in sports via a central route.

Suggested Citation

  • Jakeun Koo & Younghan Lee, 2019. "Sponsor-event congruence effects: The moderating role of sport involvement and mediating role of sponsor attitudes," Sport Management Review, Taylor & Francis Journals, vol. 22(2), pages 222-234, April.
    • Handle: RePEc:taf:rsmrxx:v:22:y:2019:i:2:p:222-234
    DOI: 10.1016/j.smr.2018.03.001
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    Cited by:

    1. Jong-Woo Jun & Jun-Hyuk Cho & Ji-Hoon Lee, 2021. "Why Do Koreans Love Ethnic Players in the MLB? A Focus on Ethnic Identity and Player Identification," Sustainability, MDPI, vol. 13(23), pages 1-10, November.
    2. Kang, Taeahn & Matsuoka, Hirotaka, 2023. "The negative effect of CSR-CSI domain overlap in CSR-linked sport sponsorship," Journal of Business Research, Elsevier, vol. 156(C).
    3. Koronios, Konstantinos & Vrontis, Demetris & Thrassou, Alkis, 2021. "Strategic sport sponsorship management – A scale development and validation," Journal of Business Research, Elsevier, vol. 130(C), pages 295-307.
    4. Mu-Chen Chen & Chia-Lin Hsu & Mu-Ming Chen, 2019. "How Transportation Service Quality Drives Public Attitude and Image of a Sustainable City: Satisfaction as A Mediator and Involvement as A Moderator," Sustainability, MDPI, vol. 11(23), pages 1-18, December.
    5. Àngela Elisa Aguiló-Lemoine & Francisco Rejón-Guardia & María Antonia García-Sastre, 2020. "Congruence Effects on the Effectiveness of Sponsorship of Sport Event Websites: An Experimental Approach," Sustainability, MDPI, vol. 12(19), pages 1-17, October.

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