Sport Sponsorship: The Relationship Between Team Loyalty, Sponsorship Awareness, Attitude Toward the Sponsor, and Purchase Intentions
نویسندگان
چکیده
The purpose in this study was to understanding the relationship among the attitude, behavior loyalty, sponsorship awareness, attitude toward the sponsor and purchase intension of the both actual sponsor for the team Sport Lisboa e Befica (SLB) in Portuguese soccer league. Data were collected by fan of the soccer team. The data was used conform factor analysis (CFA) to testing the significant of the hypothesis models. There are finding the difference significant among the relationship of the both sponsor.
منابع مشابه
Evaluating the Effectiveness of Corporate Sponsorships at a Minor League Baseball Park
Corporate sponsorships are vital to the success of minor league sport businesses. As competition for sponsorships intensifies in these venues, there is a need for minor league sports to demonstrate a return on the sponsorship investment based on fan purchase intentions and behaviors. Prior research has identified fan involvement, goodwill, and sponsor attitudes as key predictors of fan purchase...
متن کاملTesting a Hierarchy of Effects Model of Sponsorship Effectiveness
The objective of this research was to test the application of an alternative hierarchy of effects model (affect, cognition, and conation) in the context of sponsorship. Activity involvement and team attachment (affect) were proposed to influence sponsor image and attitudes toward sponsorship (cognition), which in turn were proposed to influence consumer behavioral intentions (conation). Fans of...
متن کاملAmerican College Football Division I Team Attachment: A Model for Sponsorship Effectiveness
The purpose of this study was to examine sponsorship effectiveness at the Division I level, including the relationship between fans and sponsors. To collect the necessary data, the 13-item questionnaire was disseminated at two college football games by volunteer sampling at three Division I universities in the United States. With a total of 407 respondents, LISREL 8.52 and SPSS 17.0 were used t...
متن کاملAntecedents and consequences of sponsor-stadium fit
Purpose – Integrating several streams of theoretical reasoning such as social identity theory, congruity theory and the customer gratitude approach, the purpose of this paper is to develop a model of the antecedents and consequences of sponsor-stadium fit and examine the hypothesised relationships. Design/methodology/approach – Data were collected from professional football spectators in a non-...
متن کاملMeasuring the Marketing Communication Activations of a Professional Tennis Tournament^
The purpose of this study was to assess the marketing communication activations of a professional tennis tournament. Results indicate that respondents were satisfied with the marketing communications activations chosen by managers and marketers of the event. For example, most spectators (77%) learned of the event from television, which was their preferred media for becoming aware of the tournam...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
عنوان ژورنال:
دوره شماره
صفحات -
تاریخ انتشار 2013