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, 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.