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Publication
Sport sponsorship: The relationship between team loyalty, sponsorship awareness, attitude toward the sponsor, and purchase intentions
Advisor(s)
Abstract(s)
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.
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Keywords
Citation
Journal of Sport Management, 27, 288-302