Abstract
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 language | English |
|---|---|
| Pages (from-to) | 41-64 |
| Number of pages | 24 |
| Journal | Journal of Sport Management |
| Volume | 23 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - 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
