What is Most Important in Transferring Goodwill from Charity Run Participants to Sponsors?

This study examines whether event factors (satisfaction with the event, attitudes towards the event, and attitudes toward the activity) or program factors (sponsor fit and perceptions of corporate citizenship) are the most influential in shaping participants' attitudes towards sponsors. Structural Equation Modeling was applied to data from an annual charitable run located in the southeastern US. Results indicate that the quality of the event was a secondary factor in determining brand equity transference between sponsors and participants as measured by attitude toward the sponsors. Perceptions of corporate citizenship and sponsor fit were the most influential factors in transference. Overall this study addresses the need to examine local and smaller events and sponsorship effects.