Title: Consumer responses to on-site Olympic sponsorship activation: the impact of interactivity, emotions, and perceived image fit on brand attitude formation

Authors: Ari Kim; Kyriaki Kaplanidou

Addresses: Department of Tourism, Recreation, and Sport Management, College of Health and Human Performance, University of Florida, P.O. Box 118208, 300 Florida Gym, Gainesville, FL 32611-8208, USA ' Department of Tourism, Recreation, and Sport Management, College of Health and Human Performance, University of Florida, P.O. Box 118208, 300 Florida Gym, Gainesville, FL 32611-8208, USA

Abstract: On-site sponsorship activations have become more prominent in executing a mega-sport event sponsorship program. The current study investigates factors that drive consumers' attitudes towards on-site sponsorship activation and sponsor brand. In particular, this study examines the relationships among interactivity, emotions, fit between on-site sponsorship activation and event, attitude towards on-site sponsorship activation, and attitude towards the sponsor brand. Data were obtained from 205 spectators of the 2012 London Olympic Games who experienced at least one sponsorship activation on-site. The results suggested that interactivity is a significant predictor of arousal, and in turn, arousal increases pleasure. Pleasure and high sponsor-event fit influence attitude towards on-site sponsorship activation, which eventually influences attitude towards sponsor brand. The relationship between fit and attitude towards brand was mediated by attitude towards on-site sponsorship activation suggesting the value of on-site activations for brand equity. The theoretical and managerial implications are discussed along with limitations and future directions for research.

Keywords: sport sponsorship; on-site sponsorship activation; interactivity; emotions; perceived image fit; consumer responses; Olympic sponsorship; brand attitudes; attitude formation; 2012 Olympic Games; London Olympics; sponsor brands; consumer attitudes; brand equity; Olympic sponsors.

DOI: 10.1504/IJSMM.2014.073207

International Journal of Sport Management and Marketing, 2014 Vol.15 No.5/6, pp.279 - 300

Received: 19 Dec 2014
Accepted: 14 Jul 2015
Published online: 27 Nov 2015 *

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