EXPLAINING AND ARTICULATING THE FIT CONSTRUCT IN SPONSORSHIP

The fit between a sponsor and object (i.e., sponsored organization, cause, event, or individual) has been shown to be an important construct in predicting sponsorship effects, but little research has been done to understand the basis for fit perceptions. The current research uses three studies to find and test the underlying dimensions used to judge the degree of overall fit between a sponsor and object. Starting with an exploratory study that uses qualitative cognitive mapping to uncover seven dimensions that form the basis for overall fit perceptions, a follow-up experiment determines their ability to predict overall fit and sponsorship-related attitude changes. The last study tests whether overall fit perceptions can be manipulated both positively and negatively with fit dimension related communications about the sponsorship. The research finds that sponsor product relevance, attitude similarity, geographic similarity, audience similarity, and sponsorship duration significantly predict overall fit and/or can be used to manipulate fit perceptions positively.