The paper assesses the generalizability of Speed and Thompson’s (2000) model of the determinants of sponsorship response to an important and growing market for sponsorship (China). It extends the model by considering differences in effects for foreign and domestically owned sponsors and the role of patriotism. The findings confirm that personal liking for the sponsored event, status of the event, attitude to the sponsor, perceived sincerity of the sponsor and perceived fit between the sponsor and the event are significant factors underpinning positive responses. In contrast to Speed and Thompson (2000), ubiquity of the sponsor is not significant for China. Whether the sponsor is of domestic or foreign origin is identified as an important moderator of sponsorship effects but there is no consistent evidence that foreign sponsors suffer from relatively poorer outcomes in emerging markets compared to domestically owned rivals.
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机译：本文评估了Speed和Thompson（2000）模型对一个重要且不断增长的赞助市场（中国）的赞助响应决定因素的可推广性。它通过考虑外国和国内发起人在效果上的差异以及爱国主义的作用来扩展模型。调查结果证实，个人对赞助活动的喜好，活动的状态，对赞助人的态度，赞助人的诚意以及赞助人与活动之间的契合感是构成积极响应的重要因素。与Speed and Thompson（2000）相比，赞助商的普遍性对中国而言并不重要。保荐人是国内来源还是外国来源都被认为是赞助效果的重要调节剂，但是没有一致的证据表明，与国内竞争对手相比，外国赞助商在新兴市场的业绩相对较差。
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