... Sponsorship fit Purchasing intention Esports have developed into a significant cultural phenomenon in the 21st century, with organizational and competitive characteristics similar to traditional sports. Traditional sports sponsorships often rely on a high degree of alignment between the brand...

... 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. © 2007 by Winthrop Publications Limited 2007 licensed reuse rights only sponsorship sport sponsorship index sponsorship fit brand equity partial least squares Investigating the moderating role of fit...