@article{oai:tsukuba.repo.nii.ac.jp:00040671,
 author = {仲澤, 眞 and Nakazawa, Makoto and Yoshida, Masayuki and Gordon, Brian S.},
 issue = {4},
 journal = {Sport, business and management: an international journal},
 month = {},
 note = {Purpose
Integrating several streams of theoretical reasoning such as social identity theory, congruity theory and the customer gratitude approach, the purpose of this paper is to develop a model of the antecedents and consequences of sponsor-stadium fit and examine the hypothesised 

relationships.
Design/methodology/approach
Data were collected from professional football spectators in a non-historic stadium context (n=342). Through a confirmatory factor analysis and structural equation modelling, the authors assessed the antecedents and consequences of sponsor-stadium fit.

Findings
Based on the results, team identification and prior sponsor attitude were found to be the dominant factors in enhancing sponsor-stadium fit. Furthermore, the indirect effects of team identification on purchase intentions through sponsor-stadium fit and gratitude towards the sponsor were positive and significant.

Research limitations/implications
When renaming non-historic stadiums of relatively new sport teams, sponsors that present a team-related brand identity can create a preference and image fit with stadiums. The findings serve to advance the literature on stadium sponsorship particularly at non-historic stadiums.

Originality/value
In its conceptualisation of sponsor-stadium fit, the current study extends previous research that has focused primarily on sponsor-event fit.},
 pages = {407--423},
 title = {Antecedents and consequences of sponsor-stadium fit},
 volume = {6},
 year = {2016}
}