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dc.contributor.authorNakazawa, Makoto
dc.contributor.authorYoshida, Masayuki
dc.contributor.authorGordon, Brian S.
dc.date.accessioned2016-10-12T16:36:38Z
dc.date.available2016-10-12T16:36:38Z
dc.date.issued2016
dc.identifier.citationNakazawa, Makoto, et al. "Antecedents and consequences of sponsor-stadium fit: Empirical evidence from a non-historic stadium context in Japan." Sport, Business and Management: An International Journal 6.4 (2016): 407-423.en_US
dc.identifier.urihttp://hdl.handle.net/1808/21712
dc.description.abstractPURPOSE: 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.en_US
dc.description.sponsorshipThis research was funded by the Japanese Professional Football League (J. League).en_US
dc.publisherEmerald Group Publishing Limiteden_US
dc.rights© Makoto Nakazawa, Masayuki Yoshida, Brian S. Gordon 2016. Published by Emerald Group Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 3.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at http://creativecommons.org/licences/by/3.0/legalcode.en_US
dc.rights.urihttp://creativecommons.org/licences/by/3.0/legalcode
dc.subjectSponsorshipen_US
dc.subjectGratitudeen_US
dc.subjectNaming rightsen_US
dc.subjectSponsor fiten_US
dc.subjectSponsor-stadium fiten_US
dc.titleAntecedents and consequences of sponsor-stadium fit: Empirical evidence from a non-historic stadium context in Japanen_US
dc.typeArticleen_US
kusw.kuauthorGordon, Brian S.
kusw.kudepartmentHealth, Sport, and Exercise Sciencesen_US
dc.identifier.doi10.1108/SBM-08-2015-0025en_US
kusw.oaversionScholarly/refereed, publisher versionen_US
kusw.oapolicyThis item meets KU Open Access policy criteria.en_US
dc.rights.accessrightsopenAccess


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© Makoto Nakazawa, Masayuki Yoshida, Brian S. Gordon 2016. Published by Emerald Group Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 3.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at http://creativecommons.org/licences/by/3.0/legalcode.
Except where otherwise noted, this item's license is described as: © Makoto Nakazawa, Masayuki Yoshida, Brian S. Gordon 2016. Published by Emerald Group Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 3.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at http://creativecommons.org/licences/by/3.0/legalcode.