The Impact of Brand Cohesiveness and Sport Identification on Brand Fit in a Sponsorship Context Academic Article uri icon


  • This investigation analyzed the effects of sport identification and brand cohesiveness as predictors of brand fit in a unique sponsorship context by examining consumer responses to event sponsorships of the Dew Action Sports Tour. An additional focus of this research endeavor assessed the impact of brand fit on two important consumer behavioral outcomes: attitude toward sponsors and purchase intentions. Data were collected from 552 attendees at the Louisville, Kentucky stop of the Dew Action Sports Tour. The results of the study support our hypotheses that fit impacts attitude toward the sponsor which has a positive influence on consumers purchase intentions. The examination of influence that brand cohesiveness and sport identification have on fit perceptions extends our theoretical understanding of fit in a sponsorship context as up until now, research in this area has focused almost exclusively on outcomes of fit and not on those variables that might influence fit.

published proceedings

  • Journal of Sport Management

author list (cited authors)

  • Gwinner, K., & Bennett, G.

citation count

  • 135

complete list of authors

  • Gwinner, Kevin||Bennett, Gregg

publication date

  • July 2008