The Matching effect of brand and sporting event personality:sponsorship implications

Research output: Contribution to journalArticlepeer-review

92 Citations (Scopus)


By investigating the personality congruence between brands and sporting events, this explores which brands and sporting events fit together best. The results of our , which included 373 student-subjects, showed that the pairing of "sincerity"and "diligence" sporting events yielded the best brand-event personality fit sponsorship effectiveness. Through structural-relationship testing, this study confirmed the personality congruence between a sponsoring brand and a sporting event was the most significant attitude predictor toward the sponsoring brand.

Original languageEnglish
Pages (from-to)41-64
Number of pages24
JournalJournal of Sport Management
Issue number1
Publication statusPublished - 2009 Jan

All Science Journal Classification (ASJC) codes

  • Decision Sciences(all)
  • Orthopedics and Sports Medicine
  • Physical Therapy, Sports Therapy and Rehabilitation
  • Organizational Behavior and Human Resource Management


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