IMAGE TRANSFER IN CORPORATE EVENT SPONSORSHIP: ASSESSING THE IMPACT OF TEAM IDENTIFICATION AND EVENT-SPONSOR FIT

Prior research has suggested and found evidence for an event’s image being transferred to a brand because of sponsorship activity. This study builds on prior work by examining how the image transfer process is impacted by spectators’ level of identification and the degree to which the sponsor and event are perceived to be logically connected (event-sponsor fit). Further, the impact of image transfer on sponsorship related behavioral intentions is assessed. Using two contexts and nine different sponsors our results indicate that high levels of identification and a logical event-brand fit serve to increase image transfer perceptions. Image transfer is also found to predict intentions to purchase from event sponsors. Managerial implications and directions for future research are discussed.