Stated in the form of three directional hypotheses, the following predicted relationships are tested:
I expect a brand like Smart to be sponsoring the England Football Team (Fit2)Īll observed variables are measured on a seven-point Likert scale from 1 = Strongly disagree to 7 = Strongly agree, apart from At1 and At2, which are anchored on a seven-point semantic differential scale (Bad/Good Unfavourable/Favourable).
The England Football Team and Smart share a similar status (Fit1).
What is your overall impression of the Smart car brand? Unfavourable/Favourable (At2).
What is your overall impression of the Smart car brand? Bad/Good (At1).
English people should not buy foreign products because it hurts English businesses and causes unemployment (Ethno3).
We should purchase products manufactured in England instead of letting other countries get rich off us (Ethno2).
It is not right to purchase foreign products because it puts English people out of jobs (Ethno1).
Germany is not a reliable trading partner (ANI4).
All four concepts are considered to be latent factors and measured with multi-item scales consisting of the following observed variables: After showing respondents a hypothetical advertisement revealing SMART to be the new sponsor of the England soccer team, we then asked them to rate the extent to which they perceive the new relationship to “fit”. Specifically, we test whether animosity towards Germany (as viewed by English respondents) and ethnocentrism predict brand attitudes towards the German automotive company SMART. The sample consists of 123 English adults. This example provides an SEM using data from the 2016 International Sponsorship Survey (ISS 2016). 2 An Example in AMOS: Predicting Brand Attitude and Sponsor-Object Fit for Major International Sponsorships