Strengthening Sponsorship Fit: Testing for the Influence of Sponsor Category and National Culture

IF 1.8 Q3 BUSINESS

Journal of International Consumer Marketing Pub Date : 2022-05-09 DOI:10.1080/08961530.2022.2070901

Asieh Ghorbanian Rajabi, G. Martinent, S. Altukhov, Guillaume Bodet

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引用次数: 1

Abstract

Abstract This study aimed to identify sponsorship-fit profiles of individuals regarding perception of sponsors of national volleyball teams in three countries and its effect on affective outcomes. We examined: (a) if sponsorship-fit profiles were similar for two sponsor categories (sport equipment/apparel companies and financial service companies) and in three countries (France, Iran and Russia); (b) whether individuals with distinct sponsorship-fit profiles differed in their attitudes toward sponsor and toward brand, (c) whether the relationships between sponsorship-fit profiles and attitudes toward sponsor and brand were similar between the two sponsor categories and the three countries; and (d) whether the scores of fit and attitude toward sponsors and brands differed across cultures and categories of sponsors. To investigate this, we collected data from 166 randomly selected student in France, 270 in Iran and 168 in Russia. The results of the cluster analyses revealed two or three sponsorship-fit profiles across the sponsor categories and countries: low, medium and high fit. Respondents had significantly different scores of fit and attitude toward sponsor and brand for the different sponsor categories and countries.

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强化赞助契合度:赞助类别与民族文化影响的检验

摘要本研究旨在探讨三个国家国家排球队赞助商感知的个体赞助契合度特征及其对情感结果的影响。我们检验了:(a)两个赞助商类别(运动装备/服装公司和金融服务公司)和三个国家(法国、伊朗和俄罗斯)的赞助匹配概况是否相似;(2)具有不同赞助匹配概况的个体对赞助商和品牌的态度是否存在差异;(3)赞助匹配概况与对赞助商和品牌的态度之间的关系在两个赞助商类别和三个国家之间是否相似;(d)对赞助商和品牌的契合度和态度得分是否在不同文化和赞助商类别之间存在差异。为了调查这一点，我们收集了法国166名随机选择的学生、伊朗270名和俄罗斯168名学生的数据。聚类分析的结果显示，在赞助商类别和国家中，有两种或三种赞助匹配概况:低、中、高匹配。不同赞助商类别和国家的受访者对赞助商和品牌的契合度和态度得分存在显著差异。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of International Consumer Marketing BUSINESS-

CiteScore

7.60

自引率

6.10%

发文量

期刊介绍： The Journal of International Consumer Marketing examines consumer and organizational buyer behavior on a cross-cultural/national and global scale combining up-to-date research with practical applications to help you develop an action plan for successful marketing strategy development. Business professionals, policymakers, and academics share insights and "inside" information on a wide range of cross-cultural marketing issues, including international business customs, negotiating styles, consumer brand loyalty, price sensitivity, purchasing and leasing, consumer satisfaction (and dissatisfaction), and advertising.