mountain dew and other brands use extreme sports to connect with gen y #3

Mountain dew and other brands use extreme sports to connect with gen y

There are several areas that this research project touches on that would benefit from additional investigation. First, we believe that further research should be conducted to better understand other variables impacting fit. These might include additional personal variables such as experience with the event. Even the type and methods of sponsor activation might influence the perception of fit by creating greater awareness of the sponsoring brand, as well as even suggesting or explaining to attendees how the brand fits with the sport or event.

Recent research finds that consumers take into account the presumed motivation of companies (e.g., to benefit the cause or to benefit the company) that sponsor causes and that the nature of the perceived motivation is a factor in how the sponsorship impacts their purchase choice. Among all of the variables they assessed, Speed and Thompson (2000) 

Sport Identification. Identification measures often get at how meaningful and central the object of identification is to the individual Consistent with this, we measure sport identification with five items designed to illicit the importance of the sport to the individual’s life.

Sponsor Fit. Fit has been conceptualized on a variety of dimensions in the marketing literature. Consistent with Speed and Thompson (2000), however, they do not attempt to tease out the different dimensions of fit in our measure. Rather, they adopt a four-item measure that allows respondents to consider fit on their 
own terms without restricting the basis used to define fit.  

Attitude Toward the Sponsor. This construct was measured with a three-item scale using the traditional attitudinal aspects of liking and favorable disposition on a 7-point agree−disagree scale 

Purchase Intention. The behavior intention measure used in this study consisted of two items specific to the site sponsor as opposed to a more general “I will buy from sponsors” type of measure. This allows for more a more robust test of the paths from attitude to purchase intentions.