The Impact of Sponsor Fit on Brand Equity
通过两项研究，发现非营利服务机构与商业企业的高匹配度赞助通过广泛联想积极影响品牌身份、意义、反应和关系，而低匹配度赞助则产生负面影响，但支持性沟通可降低风险。
As the nonprofit sector becomes increasingly competitive, it is critical for nonprofit service organizations to become more brand centered and to differentiate themselves in the marketplace. The two studies show that high-fit sponsorship programs between nonprofit service firms and businesses positively influence brand identity via broad associations and brand meaning, brand response, and brand relationships through specific associations. Conversely, low-fit sponsorship programs are likely to hinder nonprofit brand management strategies by negatively affecting brand identity, brand meaning, brand response, and brand relationships. Finally, the results reveal that nonprofit service organizations can use supportive communications to counter the risks of strategic alliances with low-fit businesses.