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首页> 外文期刊>Journal of the Academy of Marketing Science >Corporate sponsorship as an image platform: understanding the roles of relationship fit and sponsor-sponsee similarity
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Corporate sponsorship as an image platform: understanding the roles of relationship fit and sponsor-sponsee similarity

机译：企业赞助作为形象平台：了解关系适合和赞助商与赞助商相似性的作用

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摘要

Studies have shown that the fit between a sponsoring brand and the sport, art, or charity sponsored influences outcomes such as brand awareness and image. This research adds the role of sponsor-sponsee similarity to the discussion of fit. The authors argue that similarity interacts with fit when conditions evoke suspicion or disrupt typical inferences regarding sponsorship relationships. Interaction is particularly important when the sponsor seeks to develop its image by association with a cause, and is also of consequence for the cause in terms of its branding. Three studies test sponsorship effects with respect to blood donation and cancer prevention organizations. Results support the predicted moderated mediation model, showing that similarity between a corporate sponsor and a sponsored cause can interact with fit, influencing sponsorship evaluations directly and shaping attitudes and behavioral intentions toward constituents indirectly. This work reveals a counterintuitive effect of similarity for some sponsorship relationships.
机译：研究表明，赞助品牌与体育，艺术或慈善赞助之间的契合度会影响品牌知名度和形象等结果。这项研究将赞助商-赞助商相似性的角色添加到适合度的讨论中。作者认为，当条件引起怀疑或破坏关于赞助关系的典型推论时，相似性就会相互配合。当赞助商寻求通过与原因的联系来发展其形象时，互动尤其重要，并且在其品牌塑造方面也对该原因具有重要意义。三项研究测试了对献血和癌症预防组织的赞助效果。结果支持预测的适度调解模型，表明公司赞助商与赞助原因之间的相似性可以相互配合，直接影响赞助评估，并间接影响对参与者的态度和行为意图。这项工作揭示了某些赞助关系的相似性有悖常理。

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