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Title: Tourist perceptions of event-sponsor brand fit and sponsor brand attitude
Authors: Shu, ST
King, B 
Chang, CH
Keywords: Event-sponsor fit
Self-sponsor congruity
Issue Date: 2015
Publisher: Routledge, Taylor & Francis Group
Source: Journal of travel & tourism marketing, 2015, v. 32, no. 6, p. 761-777 How to cite?
Journal: Journal of travel & tourism marketing 
Abstract: Sponsorships play an increasingly important role in the viability of events, including those targeted at tourists, and sponsors typically seek to build a rapport between their brands and the event attendees. The extent to which the event-related imagery benefits the sponsor brand will depend on the alignment between the sponsor brand and the event. In addressing this issue this study examines the mediating role of event-sponsor fit between visitor event-liking, self-sponsor congruity, and sponsor brand favorability. Interviews were conducted with 1215 attendees at the 2010 Taipei International Flora Exhibition and formed a basis for hypothesis testing. An examination of three sponsor brands over nine surveys concluded that event-sponsor fit consistently mediates the effect of event-liking and self-sponsor congruity on brand favorability. Results confirmed that event organizers and sponsors can benefit from the use of perceived fit as a means of shaping brand attitudes when they sponsor art- and/or social-related events.
ISSN: 1054-8408
EISSN: 1540-7306
DOI: 10.1080/10548408.2014.946576
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