Utilize este identificador para referenciar este registo: http://hdl.handle.net/10400.12/2358
Título: Sport sponsorship: The relationship between team loyalty, sponsorship awareness, attitude toward the sponsor, and purchase intentions
Autor: Biscaia, Rui
Correia, Abel
Rosado, António Fernando
Ross, Stephen
Maroco, João
Data: 2013
Editora: Human Kinetics Publishers
Citação: Journal of Sport Management, 27, 288-302
Resumo: Sponsorship studies have generally been focused on attitudinal measures of fan loyalty to understand the reactions to abstract sponsors. This study examines the relationships between both attitudinal and behavioral loyalty with sponsorship awareness, attitude toward two actual sponsors, and purchase intentions. Data were collected among fans of a professional soccer team, and the results of a structural equation model provide evidence that attitudinal loyalty impacts the attitude toward both sponsors and purchase intentions. Behavioral loyalty influences sponsorship awareness, and impacts differently the attitude and purchase intentions toward each sponsor. Sponsorship awareness influences significantly the attitude toward both sponsors, while the attitude toward the sponsor was the strongest predictor of purchase intentions. These findings highlight the importance of examining actual sponsors and suggest managerial implications, such as the need for sponsors to help attract fans to the stadium and to design additional activation strategies to improve sponsorship value.
Peer review: yes
URI: http://hdl.handle.net/10400.12/2358
ISSN: 0888-4773
Aparece nas colecções:PSOC - Artigos em revistas internacionais

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