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, D., Kim, J.-W., & Rhee, Y.-C. (2018). The role of customer attitudes in building the reputation of a company sponsoring sport events. Journal of Management and Marketing Research, 21. https://www.aabri.com/manuscripts/172578.pdf
Journal of Management and Marketing Research