Four items assess the degree to which a respondent perceives a sponsoring entity and a sponsored entity as similar -- sharing values and goals, projecting comparable images, and evoking overlapping associations. The scale provides a standardised measure of sponsorship fit from the audience perspective, capturing not just category match but deeper conceptual and image-level alignment. It was composed by synthesising items from two independent sponsorship research traditions and has been applied in the context of corporate sponsors and charitable causes.
Full scale items shown. Always cite the original source when using this scale in research.
Items draw from two established sources: items 1 and 2 were adapted from Gwinner and Eaton (1999) and items 3 and 4 from Speed and Thompson (2000), creating a composite four-item measure. A blank appears twice in each item and should be filled with the name of the sponsor (first blank) and the sponsee (second blank). The seven-point response scale anchors were not reported; Likert-type strongly disagree / strongly agree is assumed. AVEs of .84 and .82 and composite reliability of .95 across both experiments indicate excellent convergent validity and structural stability. The scale was tested in sponsorships involving fast-food chains paired with charitable causes, so generalisability to sport or arts sponsorship contexts should be verified. Reliability reported as composite reliability (CR/ω) rather than Cronbach's α; the value entered in the alpha field reflects CR. CR and omega are computed from the same formula using CFA factor loadings and are treated as equivalent here. Source: Pappu & Cornwell (2014), Table 1 (Experiments 2 & 3).
Pappu, R., & Cornwell, T. B. (2014). Corporate sponsorship as an image platform: Understanding the roles of relationship fit and sponsor-sponsee similarity. Journal of the Academy of Marketing Science, 42(5), 490-510.
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