To read this content please select one of the options below:

The role of the fit construct and sponsorship portfolio size for event sponsorship success: A field study

Manfred Bruhn (Department of Marketing and Management, University of Basel, Basel, Switzerland)
Matthias Holzer (Department of Marketing and Management, University of Basel, Basel, Switzerland)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 11 May 2015

4507

Abstract

Purpose

The purpose of this paper is to extend sponsorship literature by investigating the role of the fit construct and perceived sponsorship portfolio size for event sponsorship success. To analyze the sponsor–event fit in more detail, the authors draw on the network perspective and, as a consequence, split the sponsor–event fit into two constructs: the sponsor–artist fit construct and the sponsor–event organizer fit construct. Then, a model is developed and tested that examines the effect of these two constructs and perceived sponsorship portfolio size on sponsorship success.

Design/methodology/approach

The model is tested with data from 330 visitors to two different concerts in Switzerland. Real events with non-student samples are examined. The data are tested using Mplus 6.0 structural equation modeling.

Findings

Results report that the sponsor–artist fit, the sponsor–event organizer fit and perceived sponsorship portfolio size are important drivers of attitude toward the sponsor. Moreover, sponsorships that cause positive attitudes toward the sponsor are found to enhance willingness to pay a price premium and purchase intention.

Practical implications

This paper reveals that it is important for sponsorship managers to correctly consider the fit construct and perceived sponsorship portfolio size for sponsorship success. Additionally, the tested model provides an instrument for measuring sponsorship effectiveness.

Originality/value

The current paper reveals new results by investigating the impact of the sponsor–artist fit and the sponsor–event organizer fit on sponsorship success. Furthermore, the current research paper is the first to analyze the effects of a sponsorship portfolio which is not limited to one sponsorship category on sponsorship success.

Keywords

Citation

Bruhn, M. and Holzer, M. (2015), "The role of the fit construct and sponsorship portfolio size for event sponsorship success: A field study", European Journal of Marketing, Vol. 49 No. 5/6, pp. 874-893. https://doi.org/10.1108/EJM-09-2012-0517

Publisher

:

Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

Related articles