The effectiveness of image congruence and the moderating effects of sponsor motive and cheering event fit in sponsorship
Sangpil Han, Jiwon Choi, Hyunchil Kim, John A. Davis and Ki-Young Lee
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...