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.
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