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Jesse King and Robert Madrigal

articulated cue. An analogically articulated cue is designed to activate shared relational commonalities in consumers’ memories. We find that the recognition of relational commonalities through analogy increases perceptions of the sponsorship’s creativity, which in turn enhances perceptions of fit. That is

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Sophie A. Kay and Lisa R. Grimm

temporarily induced based on situational cues or experimental manipulations ( Shah, Higgins, & Friedman, 1998 ). Regulatory Fit Theory Regulatory focus attunes one to gains or losses in their environment ( Higgins, 1997 ). Regulatory fit theory proposes that when an individual’s regulatory focus (i

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Sarah J. Wherry, Cheryl Der Ananian and Pamela D. Swan

of this pilot study was to measure the compliance of 12 women enrolled in a 12-week, home-based balance exercise intervention using the Wii Fit Plus ® , as well as assess changes in balance outcomes, compared with a normally active control. Methods Design and Participants Seventy-eight middle

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Lynley Ingerson and Michael L. Naraine

continuity between personnel and organizational ‘fit’ is maintained. Melville: We want to ensure that the talent found for the four portfolios is able to take basketball further in Buffalo and make it one of the premier NBA franchises in the land. More importantly, we want to make sure we understand each and

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Ines Pfeffer

Targeted communication about health behaviors seems to be more effective than mass communication in which undifferentiated audiences receive identical messages. Regulatory focus is psychological variable that can be used to build two target groups: promotion-focused or prevention-focused people. It is hypothesized that targeting messages to an individual’s regulatory focus creates regulatory fit and is more successful to promote a physically active lifestyle than nonfit messages. Two different print messages promoting a physically active lifestyle derived from regulatory focus theory (promotion message vs. prevention message) were randomly assigned to N = 98 participants after measuring their regulatory focus. It was examined whether regulatory fit between the regulatory focus and the assigned print message would lead to more positive evaluations in the dependent variables inclination toward the message (preference for the message), intention to perform the behavior, prospective and retrospective feelings associated with the behavior (positive and negative), and perceived value of the behavior directly after reading the message. Hierarchical linear regression analyses revealed that regulatory fit led to stronger intentions in the prevention-message condition and more prospective positive and retrospective positive feelings associated with the behavior in the promotion-message condition in contrast to the nonfit conditions. Prospective positive feelings associated with the behavior mediated the effect of regulatory fit on intention. The results partly provided support for the regulatory fit concept. Matching print messages to the regulatory focus of individuals seems to be a useful approach to enhance physical activity motivation. Future studies should include an objective measure of physical activity behavior.

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Yonghwan Chang

extensive understanding of consumer cognition and evaluation ( Chang & Ko, 2016 ; Cornwell & Humphreys, 2013 ; Cornwell, Weeks, & Roy, 2005 ). For example, the concept of fit has been identified as a key determinant of consumer-focused outcomes such as attitude ( Chang & Ko, 2016 ) and intention

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Cheryl Der Ananian, Renae Smith-Ray, Brad Meacham, Amy Shah and Susan Hughes

Walk with Ease (Camine con Gusto) by the Arthritis Foundation, suggesting the need to expand the number of evidence-based programming for the Hispanic population ( Brady, Jernick, Hootman, & Sniezek, 2009 ). Fit & Strong! is one of nine programs recommended by the Centers for Disease Control and

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Leanne Norman

issues experienced by women coach developers. This paper represents a ‘discovery piece’; documenting these findings for the first time. To do this, the concept of “organizational fit” is utilized to analyze the level of comfort or discomfort that female coach developers may feel within their national

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Kevin Gwinner and Gregg Bennett

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 consumer’s 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.

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Jerred Junqi Wang, James J. Zhang, Kevin K. Byon, Thomas A. Baker and Zhenqiu Laura Lu

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.