Multi sponsored events: should I sponsor if they are? The multi-dimensionality of fit and its effect on brand judgements

  • Robin Pentecost

Student thesis: Doctoral Thesis


Over the past decade sponsorship has shown high growth as a promotional vehicle. Research has found that positive fit between the event and the sponsor assists in information transference. Using current sponsorship literature this research extends current theory by; 1) identifying three dimensions determining fit; and 2) testing for the effect of sponsor-sponsor fit on brand judgments. Results suggest two dimensions primarily determine fit though both are not found together in either event-sponsor or sponsor-sponsor fit. It was also observed that this fit between sponsors did have an effect on brand attitudes and to be stronger than event-sponsor fit. Managerial implications and directions for future research are advanced in the conclusions
Date of Award2007
Original languageEnglish
SupervisorM T Spence (Supervisor)

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