The Effect of Organizer-Sponsor Congruence on Sponsor Credibility and the Moderating Role of Involvement

Abstract

Sports sponsorship has been increasingly used as a marketing tool and as a financial support for the organization of sporting events. The aim of this study was to investigate whether consumer involvement with the brand, the product and the sporting event moderates the organizer-sponsor congruence, and enhances the perceived sponsor credibility. The sample consisted of 700 runners who participated in three street racing events. Data were analyzed using the partial least squares structural equation modeling. The congruence between the brand and the event sponsorship did not affect the consumer’s perception of the sponsor’s credibility. The perceived sponsor credibility was enhanced by the congruence between the sponsor's product and the sponsorship, and by the consumer's involvement in the sporting event. The empirical evidence of the hypothetical relationships confirmed in this research sheds light on the mechanisms by which sponsorship leads to a beneficial consumer response.