Antecedents and consequences of sponsor-stadium fit: Empirical evidence from a non-historic stadium context in Japan

Abstract

PURPOSE: Integrating several streams of theoretical reasoning such as social identity theory, congruity theory and the customer gratitude approach, the purpose of this paper is to develop a model of the antecedents and consequences of sponsor-stadium fit and examine the hypothesized relationships. DESIGN/METHODOLOGY/APPROACH: Data were collected from professional football spectators in a non-historic stadium context (n=342). Through a confirmatory factor analysis and structural equation modelling, the authors assessed the antecedents and consequences of sponsor-stadium fit. FINDING: Based on the results, team identification and prior sponsor attitude were found to be the dominant factors in enhancing sponsor-stadium fit. Furthermore, the indirect effects of team identification on purchase intentions through sponsor-stadium fit and gratitude towards the sponsor were positive and significant. RESEARCH LIMITATIONS/IMPLICATIONS: When renaming non-historic stadiums of relatively new sport teams, sponsors that present a team-related brand identity can create a reference and image fit with stadiums. The findings serve to advance the literature on stadium sponsorship particularly at non-historic stadiums. ORIGINALITY/VALUE: In its conceptualization of sponsor-stadium fit, the current study extends previous research that has focused primarily on sponsor-event fit.