Title : ( A multidimensional conceptualization of the sponsor-sponsee fit in sport )
Authors: Asieh Ghorbanian Rajabi , Mahdi Talebpour , Guilllaume Martinent , Guillaume Bodet , Azar Kaffashpoor ,
Full TextAbstract
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 YuanBentler 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.
Keywords
, Sponsor, sponsee fit; fit construct; schemacongruence theory; bifactor model
@article{paperid:1079236,
author = {Ghorbanian Rajabi, Asieh and Mahdi Talebpour, and گیوم مقنتینو and گیوم بودت and Kaffashpoor, Azar},
title = {A multidimensional conceptualization of the sponsor-sponsee fit in sport},
journal = {Managing Sport and Leisure},
year = {2020},
volume = {23},
number = {3},
month = {March},
issn = {2375-0472},
pages = {1--23},
numpages = {22},
keywords = {Sponsor-sponsee fit; fit construct; schemacongruence theory; bifactor model},
}
%0 Journal Article
%T A multidimensional conceptualization of the sponsor-sponsee fit in sport
%A Ghorbanian Rajabi, Asieh
%A Mahdi Talebpour,
%A گیوم مقنتینو
%A گیوم بودت
%A Kaffashpoor, Azar
%J Managing Sport and Leisure
%@ 2375-0472
%D 2020
