The Role of Customer Attitudes in Building the Reputation of a Company Sponsoring Sport Events

Authors

Dongjun Rew, George Fox UniversityFollow
Jin-Woo Kim, Georgia Southern University
Yong-Chae Rhee, Washington State University

Document Type

Article

Publication Date

2017

Abstract

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.

Comments

Originally published in the Journal of Management and Marketing Research, Volume 21, 2017.

https://www.aabri.com/manuscripts/172578.pdf

Recommended Citation

Rew, Dongjun; Kim, Jin-Woo; and Rhee, Yong-Chae, "The Role of Customer Attitudes in Building the Reputation of a Company Sponsoring Sport Events" (2017). Faculty Publications - College of Business. 118.
https://digitalcommons.georgefox.edu/gfsb/118