The effect of sponsorship purpose articulation on fit: moderating role of mission overlap
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 5 September 2020
Issue publication date: 14 June 2021
Abstract
Purpose
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.
Design/methodology/approach
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 (n = 171). The moderated mediation model was tested using Hayes' PROCESS macro model 8.
Findings
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.
Practical implications
The findings provided incongruent sponsors with insights on mixed articulation strategies with sponsorship purposes and the overlapped mission.
Originality/value
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.
Keywords
Acknowledgements
The authors would like to thank Dr. Shintaro Sato (Waseda University) for his valuable suggestions on this manuscript and Masaya Muneda (Kanazawa Gakuin University) for his help with the data collection for the pretest.
Citation
Kang, T.-A. and Matsuoka, H. (2021), "The effect of sponsorship purpose articulation on fit: moderating role of mission overlap", International Journal of Sports Marketing and Sponsorship, Vol. 22 No. 3, pp. 550-565. https://doi.org/10.1108/IJSMS-07-2020-0120
Publisher
:Emerald Publishing Limited
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