Tourist Perceptions of Event–Sponsor Brand Fit and Sponsor Brand Attitude

Shih Tung Shu, Brian Edward Melville King, Ching Hung Chang

Research output: Journal article publicationJournal articleAcademic researchpeer-review

6 Citations (Scopus)


ABSTRACT: Sponsorships play an increasingly important role in the viability of events, including those targeted at tourists, and sponsors typically seek to build a rapport between their brands and the event attendees. The extent to which the event-related imagery benefits the sponsor brand will depend on the alignment between the sponsor brand and the event. In addressing this issue this study examines the mediating role of event–sponsor fit between visitor event-liking, self-sponsor congruity, and sponsor brand favorability. Interviews were conducted with 1215 attendees at the 2010 Taipei International Flora Exhibition and formed a basis for hypothesis testing. An examination of three sponsor brands over nine surveys concluded that event–sponsor fit consistently mediates the effect of event-liking and self-sponsor congruity on brand favorability. Results confirmed that event organizers and sponsors can benefit from the use of perceived fit as a means of shaping brand attitudes when they sponsor art- and/or social-related events.
Original languageEnglish
Pages (from-to)761-777
Number of pages17
JournalJournal of Travel and Tourism Marketing
Issue number6
Publication statusPublished - 18 Aug 2015


  • Event-liking
  • event–sponsor fit
  • self-sponsor congruity
  • sponsorship

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing


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