The effectiveness of image congruence and the moderating effects of sponsor motive and cheering event fit in sponsorship

Using the case study data of the South Korea 2002 and 2006 World Cup sponsorship campaigns, this study examined (1) whether more favourable sponsorship response occurs as image congruence between a sponsor and the World Cup increases, and whether (2) consumer attributions of a sponsor’s motives in sponsoring the World Cup and (3) a sponsor’s perceived fit in aiding World Cup cheering events, namely cheering event fit, moderate image congruence’s effects on sponsorship response.

The effectiveness of image congruence and the moderating effects of sponsor motive and cheering event fit in sponsorship

Sangpil Han

Hanyang University

Jiwon Choi

The SLATE

Hyunchil Kim

The SLATE

John A. Davis

University of Oregon

Ki-Young Lee

Hongik University

Introduction

Most of the funding for large-scale global sports events, such as the World Cup and Olympic Games, relies on sponsorship. A little over 15 sponsors1paid a tremendous amount of money to become an official sponsor of the World Cup, giving them protected and exclusive sponsorship rights (Ku & Shim 2007). Official sponsors seek economic benefits by employing...

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