摘要：This research investigates the effectiveness of image transfer from a Formula One (F1) team to the principal sponsor, measuring the brand-personality congruency between the two. A 2 (strong/weak team performance) x 2 (functional/non-functional relationship) between-groups ANCOVA assessed the F1 team-sponsor brand-personality congruency, whilst controlling for fan identification. Based on results from a survey of 160 Australian F1 motor sport fans, support was found for the major influence of a functional-based sponsor relationship and the minor influence of a F1 team’s (winning) performance on the efficiency of the image-transfer process. Further, fan identification had a significant covariate effect, allowing the F1 team’s performance influence to emerge.
关键词：Image transfer; sponsorship; brand personality; branding; Formula One; F1; Motor sport; functional congruity; fan identification; Australia
