While advertising and sponsorship are conceptually different, many studies have used the same measures for both constructs. The assumption is that respondents perceive both domains similarly. The purpose of this study was to test the invariance of the belief measures between the advertising and sponsorship measurement models across different consumer segments and to provide empirical justification for the practice.,Two independent samples were recruited from two different consumer segments: university student consumers (n = 290) and general consumers (n = 324). This study conducted multigroup invariance tests using LISREL 8.80. The measurement and structural invariances were concerned with factor loadings (λ), factor variance and covariance (f) and error variance (θ) metrics.,The factor patterns of the belief model were generally invariant between the advertising and sponsorship models in both consumer groups. However, the respondents interpreted three items between advertising and sponsorship in different ways: one annoyance/irritation item in the generic consumer group and two falsity/no sense items in the student consumer groups.,While the invariance test reveals three problematic items, the majority of items seem to be invariant, concluding that the advertising belief scale could be applicable to the sponsorship context.

中文翻译：

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信念措施在广告中对体育赞助的适用性

尽管广告和赞助在概念上是不同的，但许多研究对这两种结构使用了相同的度量。假设受访者对两个领域的看法相似。这项研究的目的是测试不同消费者群体的广告和赞助测量模型之间的信念测度的不变性，并为该实践提供经验依据。从两个不同消费者群体中招募了两个独立样本：大学生消费者（ n = 290）和普通消费者（n = 324）。这项研究使用LISREL 8.80进行了多组不变性测试。测量和结构不变性与因素负荷（λ），因素方差和协方差（f）和误差方差（θ）度量有关。信念模型的因素模式在两个消费者群体的广告和赞助模式之间通常是不变的。然而，受访者用不同的方式解释了广告和赞助之间的三个项目：普通消费者组中的一个烦恼/刺激项目和学生消费者组中的两个虚假/无意义项目。虽然不变性测试揭示了三个有问题的项目，但大多数项目的数量似乎是不变的，这表明广告信念量表可以适用于赞助环境。