Building on schema theory, the current study highlighted the role of brand-event personality fit (BEPF) in sport-event sponsorship communications and empirically examined its impact on sponsors’ consumer-based brand equity (CBBE) in the setting of American college football. Three studies were conducted to refine a sound measurement scale of BEPF and examine the structural relationships between BEPF and CBBE. Research findings confirmed the validity and reliability of the proposed BEPF measurement scale and revealed a series of positive relationships between crucial subdimensions of BEPF (i.e., responsibility fit, emotionality fit, and aggressiveness fit) and CBBE (i.e., brand awareness/association, perceived value, and brand loyalty). The findings offer brand managers specific references as to which aspects of BEPF should be prioritized in their promotional communications to build CBBE. Event marketers could also use the findings to communicate with corporations regarding potential or continued sponsorship agreements.
Wang, Zhang, and Baker are with the Dept. of Kinesiology, and Lu, the Dept. of Educational Psychology, University of Georgia, Athens, GA. Byon is with the Dept. of Kinesiology, Indiana University, Bloomington, IN.