..., arousal), whereas consumers’ evaluation of reward influences their indulgent consumption (Nenkov and Scott, 2014). Using the argument of fit, we further investigate the interactive effect of color and surface reflectance (glossy/matte), an aspect of materiality (Sample et al., 2020...

... A qualitative, quasi-ethnographic research design is adopted, focusing on three football clubs in North West England. Data are gathered through online message board discussions, focus groups and auto-ethnographic approaches. Findings Geographic, image and functional dimensions of sponsorship fit are noted...

... examined. Design/methodology/approach Three studies with between-subject designs are conducted to test the influence of product–gift fit on evaluations of the promoted product. Findings When a low-fit gift (vs a high-fit gift) is provided as a promotional offer, consumers’ evaluations...

... to investigate why and under what circumstances CRM enhances the appeal of hedonic products by testing the mediation of guilt and introducing the moderating role of cause-product fit. Design/methodology/approach The authors test a model of moderated mediation in two studies. Study 1 shows...

...Siv Skard; Helge Thorbjornsen Purpose Previous research suggests that firms should articulate incongruent sponsorships to provide a rationale for the relationship between sponsor and sponsorship object. Fit articulation is a strategy that communicates shared associations between sponsor and object...

...Manfred Bruhn; Matthias Holzer Purpose – The purpose of this paper is to extend sponsorship literature by investigating the role of the fit construct and perceived sponsorship portfolio size for event sponsorship success. To analyze the sponsor–event fit in more detail, the authors draw...

..., that is, exhibit higher average branding similarities between their products and services than companies in consumer nondurables industries. © Emerald Group Publishing Limited 2014 Fit Branding strategy Brand architecture Brand structure Brand portfolio Brand proliferation Branding...