Fit theory as it relates to corporate sponsorship of charitable events

• Jooho Kim ^[1] ; Soyoung Boo ^[1]
  1. [1] George Washington University

     George Washington University

     Estados Unidos

     
• Localización: Tourism review international, ISSN 1544-2721, Vol. 14, Nº. 4, 2010, págs. 145-162
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • Sponsor-event fit theory outlines the importance of the level of fit between sponsors and an event. In this present study, sponsor-event fit and other variables will be tested with multiple sponsors of a charitable event. The purpose of this present study is to investigate what affects sponsorship response in regard to charitable events by examining the sponsor-event fit theory. By reviewing the previous literature, hypotheses were developed and tested on 632 respondents employing a mall intercept method. The findings suggest that the sponsor-event fit is the most important variable affecting sponsorship response, and that it also can affect attitude toward sponsorship, which positively impacts sponsorship response as well.