Attitude Toward a Specific Event Sponsor

What it measures

Three items assess how positively a consumer feels toward the specific company or organisation sponsoring an event. Henderson, Mazodier, and Sundar (2019) used the scale in Study 2 with 126 adults interviewed at a mall, in the context of baseball team sponsorship. The source of the scale was not identified.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• I feel positive about _____'s sponsorship that I saw today.
• The sponsorship I saw today is great.
• I feel very positive about _____'s sponsorship.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

The event being sponsored is not named in the items, making the scale applicable across contexts. Blanks in items 1 and 3 should be filled with the sponsor's name. Validity was not discussed.

Recommended companion scales

Citation

Henderson, C. M., Mazodier, M., & Sundar, A. (2019). The color of support: The effect of sponsor–team visual congruence on sponsorship performance. Journal of Marketing, 83(3), 50–71.

Keywords