Today, sponsorship is a widely-used marketing communications tool. While consumers’ responses to sponsorship have been extensively studied, little research has been conducted on employees’ responses to a sponsorship. Based in social identity theory, this study addresses this gap by examining sponsorship from the perspective of employees of an organization that sponsors a National Football League (NFL) team. A structural model was developed and tested to examine the relationship between team identification, sponsorship related factors (i.e., perceived fit, sincerity, and benefits to the...Read more
