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.

Representative items

• like the sponsor less / like the sponsor more
• less favorable to the sponsor / more favorable to the sponsor

Citation

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