assessments of fit may have been pre

assessments of fit may have been present. In Study 2, we addressed the shortcomings of Study 1 by utilizing a nonstudent population and extending the number of brands examined to 10. However, the use of a more extensive brand list could offer even greater insight. The Jam Session event was a unique opportunity for data collection, as some of the brands evaluated were Jam Session sponsors. It is difficult, however, to assess if sponsorship of the event biased personality evaluations.
Future Research
Study 2 established the theoretical foundation for a follow-up study to test empirically the ability of sport sponsorship to position a brand. Specifically, the goal of the next examination should be a comprehensive analysis to assess the ability of sponsorship to define or change a brand image.
While Study 2 was able to establish the validity of personality matching, exploring personality matching on a broader scale should follow. The cur- rent examination was limited by the number of brands and sports. Thus, a future personality-matching examination with additional sports as well as brands representing numerous product categories could contribute additional insights. Finally, it is important to examine Whether sponsorship fit plays a role in sponsor recall. Postevent testing has indicated that sponsor recall at major sporting events is not impressive. For example, previous proprietary research indicates that recall of a title sponsor hovers around 40%. It would be interesting to explore Whether a brand/sport sponsorship With high image congruency produces better recall than others With low congruency. Theory does suggest that information that is consistent in meaning With existing brand associations should be more easily learned and remembered. This would favor the hypothesis that a sponsorship with a high personality match would result in greater recall.
References
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Aaker, David A. (1996). Building strong brands. New York: The Free Press.
Brooks, Christine (1994). Sports marketing: Competitive business strategies for sports. Englewood Cliffs, NJ: Prentice-Hall.
Cannon, Hugh (1985). Evaluating the profile-distance approach to media selection. Journal of Advertising, 14 I (March): 4-9. 5
Carter, David M. (1996). Keeping score: inside look at I sports marketing. Grants Pass, OR: The Oasis Press.
Cornwell, T. B. (1995). Sponsorship-linked marketing development. Sport Marketing Quarterly, 4 (4): 13-23.
Ferrand, Alain, and Monique Paages (1996). Image sponsoring: A methodology to match event and sponsor. Journal of Sport Management, 10: 278-291.