Attitude Toward the Sponsorship

What it measures

A three-item semantic differential scale measuring the impact of a sponsorship arrangement on a consumer's attitude and behavioural intentions toward the sponsoring organisation. Items assess changes in liking, overall favourability, and purchase likelihood resulting from exposure to sponsorship information. Rather than measuring attitude toward the sponsor in isolation, the scale captures the directional attitude shift — positive or negative — attributable specifically to the sponsorship relationship.

Response format

Semantic differential (number of points not specified)

Scale items

• like the sponsor less / like the sponsor more
• less favorable to the sponsor / more favorable to the sponsor
• less likely to buy from sponsor / more likely to buy from sponsor

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

Usage notes & scoring

Single reliability estimate: α = .81 — Olson & Thjømøe (2011, Study 2). VALIDITY: Not reported. NOTE: The number of response scale points was not clearly specified in the original article; the format appears to have been bipolar with several points but researchers should treat the scale format as requiring confirmation before use. Developed drawing on concepts from Speed & Thompson (2000, Journal of the Academy of Marketing Science 28(2), 226–238). Item 3 ('less likely to buy / more likely to buy') blends attitudinal and behavioural intention content — researchers whose theoretical model treats these as separate constructs should consider removing item 3 and revalidating.

Citation

Olson, Erik L. and Hans Mathias Thjømøe (2011). Explaining and articulating the fit construct in sponsorship. Journal of Advertising, 40(1), 57–70.

Keywords