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.
Rew, Dong Jun; Kim, Jin-Woo; and Rhee, Yong-Chae, "The role of customer attitudes in building the reputation of a company sponsoring sport events" (2018). Teaching and Learning Faculty Publications and Presentations. 14.
Journal of Management and Marketing Research