Compare methods

	Sport Sponsorship Effectiveness Analysis	Psychological Continuum Model
Field	Sport Leisure Studies	Sport Leisure Studies
Family	Process / pipeline	Process / pipeline
Year of origin	2000	2001
Originator	Richard Speed & Peter Thompson; T. Bettina Cornwell & Isabelle Maignan	Daniel C. Funk & Jeff James
Type	Applied measurement pipeline for sponsorship outcomes	Staged conceptual framework for psychological connection to sport
Seminal source	Speed, R., & Thompson, P. (2000). Determinants of Sports Sponsorship Response. Journal of the Academy of Marketing Science, 28(2), 226-238.	Funk, D. C., & James, J. (2001). The Psychological Continuum Model: A Conceptual Framework for Understanding an Individual's Psychological Connection to Sport. Sport Management Review, 4(2), 119-150.
Aliases	Sponsorship Response Analysis, Sponsor-Event Congruence Analysis, Sponsorship Recall and Image Transfer Measurement, Sports Sponsorship Evaluation	PCM, Sport Connection Continuum, Funk-James Continuum, Stages of Sport Fan Development
Related	4	4
Summary	Sport sponsorship effectiveness analysis measures whether and how a sponsor's investment in a team, event, or athlete pays off in consumer awareness, attitudes, and behavior. Cornwell and Maignan's 1998 international review organized the field around the measurement of sponsorship effects, distinguishing awareness outcomes such as sponsor recall and recognition from attitudinal outcomes such as image transfer and purchase intention. Speed and Thompson's 2000 study identified the determinants of sponsorship response within a classical-conditioning framework, showing that consumers' attitude toward the event, their perception of how well the sponsor fits the event, the sponsor's perceived sincerity and ubiquity, and their own involvement jointly shape favorable responses. The analysis combines outcome measures (recall, image transfer, favorability) with the key explanatory construct of sponsor-event fit or congruence, allowing sponsors to evaluate and predict the return on a sponsorship rather than assume that exposure alone produces value.	The Psychological Continuum Model (PCM) is a conceptual framework, introduced by Daniel Funk and Jeff James in 2001, that organizes an individual's psychological connection to a sport, team, or activity along a vertical hierarchy of four stages: awareness, attraction, attachment, and allegiance. Rather than treating fans as either involved or not, the PCM describes how connection deepens as sport-related mental associations grow more numerous, stronger, and more resistant to change. At awareness an individual simply knows a sport or team exists; at attraction they develop a preference driven by hedonic and dispositional needs; at attachment the object becomes internalized and meaningful to the self; and at allegiance the connection is durable, biased, and resistant to counter-persuasion. Funk and James later elaborated the meaning of attachment and how it converts into loyal allegiance, making the PCM a foundational organizing theory for sport consumer behavior research.