Consumer responses to on site Olympic sponsorship activation: the impact of interactivity, emotions, and perceived image fit on brand attitude formation
On site sponsorship activations have become more prominent in executing a mega sport event sponsorship program. The current study investigates factors that drive consumers' attitudes towards on site sponsorship activation and sponsor brand. In particular, this study examines the relationships among interactivity, emotions, fit between on site sponsorship activation and event, attitude towards on site sponsorship activation, and attitude towards the sponsor brand. Data were obtained from 205 spectators of the 2012 London Olympic Games who experienced at least one sponsorship activation on site. The results suggested that interactivity is a significant predictor of arousal, and in turn, arousal increases pleasure. Pleasure and high sponsor event fit influence attitude towards on site sponsorship activation, which eventually influences attitude towards sponsor brand. The relationship between fit and attitude towards brand was mediated by attitude towards on site sponsorship activation suggesting the value of on site activations for brand equity. The theoretical and managerial implications are discussed along with limitations and future directions for research.