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The effect of sponsorship purpose articulation on fit: moderating role of mission overlap

Tae-Ahn Kang (Graduate School of Sport Sciences, Waseda University, Tokyo, Japan)
Hirotaka Matsuoka (Faculty of Sport Sciences, Waseda University, Tokyo, Japan)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 5 September 2020

Issue publication date: 14 June 2021

487

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

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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