When fan engagement with sports club brands matters in sponsorship: influence of fan–brand personality congruence

Sport fans engage themselves in several forms of behaviour to lend support to their favourite sport clubs. Brands, officially sponsoring these sport clubs, are keen on attracting and building relationships with these highly engaged club fans. Drawing on congruity theory, the study examines the influence of fan personality–sponsor brand personality (FP–BP) congruence on fan engagement with sport clubs, sponsor brand attitude, and purchase...