A multidimensional conceptualization of the sponsor-sponsee fit in sport. Issue 5 (2nd September 2020)

• Record Type: Journal Article
• Authors: Rajabi, Asieh Ghorbanian; Talebpour, Mahdi; Martinent, Guilllaume; Bodet, Guillaume; Kafashpor, Azar
• Is Part Of: Managing sport and leisure. Volume 25:Issue 5(2020)
• Page Start: 321
• Page End: 343
• Publication Date: 2020-09-02
• Subjects: Sponsor-sponsee fit -- fit construct -- schema-congruence theory -- bifactor model; Leisure -- Management -- Periodicals; Leisure -- Management; Periodicals; 796.069
• DOI: 10.1080/23750472.2020.1723430
• Languages: English
• ISSNs: 2375-0472

Abstract

ABSTRACT: The aims of the study were to identify the most relevant conceptualisation of the factor structure of the sponsor-sponsee fit in sport sponsorship using advanced statistical methods (bifactor model) recently introduced within the literature and examine which dimensions of the sponsor-sponsee fit construct were the strongest predictors of the overall sponsor-sponsee fit construct. A total of 270 participants from Iran completed a questionnaire on three sponsors of the Iranian national volleyball team. Indices-of fit and Yuan-Bentler likelihood ratio tests revealed that a model comprising nine dimensions of fit provided the best fit to the data across the three sponsors. Results of structural equation modelling analyses revealed that the specific dimension of explicitness was the strongest predictor of the overall measure of fit. Theoretical and managerial implications of the present results for the sport marketers have been discussed.