Abstract
The purpose of this study was to determine if personality fit between a sporting event and main sponsor effects the sponsorship outcomes of consumer's attitudes toward sponsor and purchase intentions using the concept of brand personality. Data were collected from 250 spectators at the HP JAPAN WOMEN'S OPEN TENNIS 2010 in Osaka. The data analyzed using descriptive statistics, principle component analysis, correlation analysis, and structural equation modeling (SEM). Results indicated that personality fit dimensions were classified into four factors: (1) Sincerity / Sophistication, (2) Competence, (3) Excitement, and (4) Ruggedness. Next, Excitement and Ruggedness had a positive effect on the attitude toward sponsor. Moreover, attitude toward sponsor was an important predictor of purchase intentions. However, Sincerity / Sophistication and Competence had not directly influenced on the dependent variables. The finding suggests that sport markers should make the most of personality fit to marketing strategy, it can take on a high level of attitude toward sponsor. Future research and managerial implications were also discussed.
