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The role of customer attitudes in building the reputation of a company sponsoring sport events

Year: 2017

Type: article

Abstract: This study examines the relationship between sponsorship-fit and customer’s attitude toward the sponsorship, and explains the effect of customer’s attitude on the relationship between sponsorship-fit and firm reputation. Specifically, the effect of customer’s attitude is analyzed as mediator in the relationship between sponsorship-fit and customer-based firm reputation. Regression analysis and Partial Least Square Structural Equation Modeling (PLSSEM) are employed to test the research hypotheses. Empirical findings show the importance of sponsorship-fit affects change in customer attitude customer’s attitude mediates the relationship between sponsorship fit and firm reputation.

Source: Digital Commons - George Fox University (George Fox University)

Authors: Dong Jun Rew, Jinwoo Kim, Yong-Chae Rhee

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W2994757530

FWCI:

Cites: 44

Cited by: 2

Related to: 10