This study examined the attitude of university affiliates towards a sponsoring company by using a part of the conceptual model of sports sponsorship.We focused on the relationship between the Hakone Ekiden and its official sponsor, and conducted a questionnaire survey of university students and their family, faculty, and staff.We obtained 194 valid responses, and performed the statistical analysis of 130 samples among the data to examine the impact on attitudes towards the sponsor company.Regarding the relationship between brand cohesiveness, sponsor fit, and attitude towards the sponsor company, we confirmed the effect of brand cohesiveness on attitude towards the sponsor company and the mediating effect of sponsor fit.On the other hand, the moderator effect of event identification on attitude towards the sponsor company was not confirmed.The results of this study indicate that university sporting events are also effective investment targets for corporate sponsorships.
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Bizen et al. (2024) studied this question.
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