Effects of fit and motive articulation on sponsorship response

Abstract

This study is dedicated to finding the right combination between provision of fit and motive articulation to provide the best sponsorship response. The paper integrates different factors used in the sponsorship literature and other academic articles in the field of marketing into a conceptual model. Such mediating variables as corporate ability, corporate social responsibility, sponsor attitude and persuasion knowledge and moderating variables as involvement, self-congruence and frequency of use are included in the conceptual model. The model attempts to explain the relationship between fit and motive articulation and sponsorship response. The results of the conducted research suggest that the relationship between fit and motive articulation and sponsorship response is moderated by self-congruence and frequency of use and mediated by corporate ability, corporate social responsibility and sponsorship attitude.