Attitude Toward Sponsorship as a Practice

What it measures

Three items measure whether exposure to a specific sponsorship arrangement leads a person to feel more positively toward sponsorship as a general practice. Dickenson and Souchon (2018) used the scale across two studies — one with 263 students and one with 255 consumers from European panels — in the context of rugby competition sponsors categorised as providers or financers. The scale appears to have been created by the authors.

Response format

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

Scale items

• means I feel positive about sponsorship.
• makes me like sponsorship.
• means sponsorship appeals to me.

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

Usage notes & scoring

AVEs ranged from .913 to .930 across studies and sponsor types. CFA supported both convergent and discriminant validity. Although developed for a sporting event context, the items are general enough for other sponsorship types (e.g., charities, media). The blank in the stem should be filled with the name of the sponsored event.

Recommended companion scales

Citation

Dickenson, P., & Souchon, A. L. (2018). Entitativity of concurrent sponsors: Implications for properties and sponsors. Journal of Advertising, 47(3), 213–236.

Keywords