... 2025 © Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only Elaboration Likelihood Model (ELM) Central route Peripheral route Sponsorship fit Purchasing intention Traditional sports sponsorships often rely on a high degree of alignment...

... perceptions of a sponsoring brand. Further, a field study was used to explore the role of sponsorship fit in generating CSR perceptions. Findings The results from the experimental study indicated that brand sponsorship of professional sport teams contributes to the socially responsible image of that brand...

... being explained when fit and the interaction term is introduced into the model. sponsorship sport sponsorship index sponsorship fit brand equity partial least squares Investigating the moderating role of fit on sports sponsorship and brand equity Keywords sponsorship sport sponsorship index...