Purpose

This study aims to examine the effect of the perceived sponsor ubiquity on sponsor favorability via perceived sponsor sincerity and the moderating effect of perceived sponsor–property fit.

Design/methodology/approach

Two studies via a questionnaire survey of spectators attending a Japanese professional basketball game were conducted, and Hayes’ PROCESS macro was used for data analyses. Study 1 (n = 134) assessed how perceived sponsor ubiquity affected sponsor favorability via perceived sponsor sincerity. Study 2 (n = 206) examined a moderated mediation model incorporating a perceived sponsor–property fit.

Findings

In Studies 1 and 2, spectators perceiving a higher degree of sponsor ubiquity reported a lower degree of sponsor sincerity compared with those perceiving a lower degree of sponsor ubiquity and less favorability toward sponsors. In Study 2, the less positive effect of highly perceived ubiquity was weakened when spectators perceived a higher degree of sponsor–property fit.

Practical implications

The findings provided sponsors with insights into effectively communicating perceived ubiquity and perceived sponsor–property fit. Hence, sponsors must be careful about their ubiquitous sponsorships, as their engagement in each property can be perceived as less distinctive among consumers.

Originality/value

To the best of the authors’ knowledge, this study is the first to highlight the mediating mechanism of perceived insincerity between perceived ubiquity and favorability toward sponsors. Furthermore, evidence that fit acted as a moderator on perceived ubiquity–outcome relationships extended previous studies mainly treating fit as a direct antecedent of sponsor response.

中文翻译：

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赞助许多或少数体育资产？感知赞助商普遍性的调节中介效应取决于赞助商-财产契合度

目的

本研究旨在通过感知赞助商诚意和感知赞助商-财产匹配的调节效应来检验感知赞助商普遍性对赞助商好感度的影响。

设计/方法/方法

通过对参加日本职业篮球比赛的观众的问卷调查进行了两项研究，并使用 Hayes 的 PROCESS 宏进行数据分析。研究 1 ( n = 134) 评估了感知赞助商普遍性如何通过感知赞助商诚意影响赞助商好感度。研究 2 ( n = 206) 检验了一个包含感知赞助商-财产匹配的调节中介模型。

发现

在研究 1 和 2 中，与认为赞助商普遍程度较低和对赞助商的好感度较低的观众相比，认为赞助商普遍程度较高的观众报告的赞助商诚意程度较低。在研究 2 中，当观众感知到更高程度的赞助商与财产匹配时，高度感知的普遍性的不太积极的影响被削弱。

实际影响

这些发现为赞助商提供了有效沟通感知的普遍性和感知的赞助商-财产契合度的见解。因此，赞助商必须小心他们无处不在的赞助，因为他们对每项财产的参与在消费者中可能被认为不那么独特。

原创性/价值

据作者所知，本研究首次强调了感知普遍性和对赞助商的好感之间感知不真诚的中介机制。此外，适合作为感知普遍性-结果关系的调节剂的证据扩展了以前的研究，主要将适合作为赞助商反应的直接前因。