Abstract
Although the fit between a sponsor and an object (e.g., event, sponsored organization, and endorser) in sport has been shown to be an important construct in predicting sponsorship effects, little attention has been given to understand the concept of sponsor fit. The purpose of this study was to review the literature on sponsor fit at sporting events. This paper was consisted of four categories: 1) construct of sponsor fit, 2) theoretical development of sponsor fit, 3) measurement and methodology of sponsor fit, and 4) the antecedents and consequences of sponsor fit on consumer behavior. This paper also provides directions for future research that focuses on the development of new concept based on traditional marketing concepts such as personality fit and portfolio fit, as well as the development of integrated model for sponsor fit including moderator variables.
