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dc.contributor.convenorPeter Thirkell
dc.contributor.authorPentecost, Robin
dc.contributor.authorSpence, Mark
dc.contributor.editorJim Wiley
dc.date.accessioned2018-04-03T01:43:36Z
dc.date.available2018-04-03T01:43:36Z
dc.date.issued2004
dc.date.modified2007-03-10T05:51:35Z
dc.identifier.urihttp://hdl.handle.net/10072/2302
dc.description.abstractA reason for sponsoring events is to garner positive image transference from the event to the sponsor (Gwinner and Eaton 1999; Speed and Thomson 2000). This suggests that perceived fit between the event (sponsee) and the sponsor is important. But fit in sports sponsorship contexts involves more than just that between the sponsee and the sponsor. What also needs to be taken into consideration is the fit between other stakeholders: cosponsors and consumers. This exploratory research seeks to understand the dimensions encompassing fit (or relatedness: see Johar and Pham, 1999) in the sponsorship marketplace. Using semi-structured interviews with sponsorship managers, findings suggest there are six dimensions of fit within sports sponsorship: target market, product endorser image, geography, typicality, complementarity, and clash. Whilst most have received attention by marketing scholars, others, including interactions, have yet to be addressed. Each of these dimensions is identified; conclusions and implications follow.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherANZMAC (Published online)
dc.publisher.placeWellington NZ
dc.publisher.urihttps://anzmac.wildapricot.org/
dc.relation.ispartof0
dc.relation.ispartofconferencenameANZMAC 2004 Marketing accountabilities and responsibilities
dc.relation.ispartofconferencetitleMarketing Accountabilities and Responsibilities . ANZMAC 2004 Conference Proceedings
dc.relation.ispartofdatefrom2004-11-29
dc.relation.ispartofdateto2004-12-01
dc.relation.ispartoflocationWellington New Zealand
dc.subject.fieldofresearchcode350204
dc.titleExploring the Dimensions of Fit within Sports Sponsorship
dc.typeConference output
dc.type.descriptionE1 - Conferences
dc.type.codeE - Conference Publications
dc.description.versionVersion of Record (VoR)
gro.facultyGriffith Business School, Department of Marketing
gro.rights.copyright© The Author(s) 2004. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference’s website or contact the author(s).
gro.date.issued2004
gro.hasfulltextFull Text
gro.griffith.authorPentecost, Robin


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