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Using the case study data of the South Korea 2002 and 2006 World Cup sponsorship campaigns, this study examined (1) whether more favourable sponsorship response occurs as image congruence between a sponsor and the World Cup increases, and whether (2) consumer attributions of a sponsor�s motives in sponsoring the World Cup and (3) a sponsor�s perceived fit in aiding World Cup cheering events, namely cheering event fit, moderate image congruence�s effects on sponsorship response. Consistent with prior research, results suggest that high vs low image congruence sponsorships generate more favourable responses to the sponsorship, as measured by attitudes and intentions at three different levels of the hierarchy of effects. Results also show that high cheering event fit leads to more favourable sponsorship response. Furthermore, a negative interaction between image congruence and cheering event fit indicates that, albeit still significant and positive, the effect of image congruence on sponsorship response becomes significantly weaker at higher levels of cheering event fit than at lower levels of cheering event fit. A moderating role of a sponsor�s sponsoring motive has not been supported. Overall, the findings underscore the significance of image congruence as well as the utility of cheering event fit as a particular type of �created fit� that can be used to reduce the perception of low fit and its associated risks.
