Identifying the underlying dimensions of sincerity in sponsorship

Abstract

Sincerity perception between a sponsor and object has been identified as a key determinant of sponsorship effects. However, previous literature in understanding dimensions of sincerity in sponsorship has been limited. This paper aims to fill the knowledge gap by clarifying the underlying dimensions formed by the audience on sincerity perception. An exploratory study is performed to discover relevant elements. Then, the result from the first study is tested for its validity by a quantitative study. Three significant determinants of sincerity were found; Fit, social cause, and scandal events. Sincerity was also found to be a significant positive predictor of sponsorship attitude, which positively effects object equity and sponsor equity. We conclude that by choosing a sponsorship that has a natural fit with the company and includes a social cause, it will increase the success of the sponsorship both for the firm and the sponsored object.