Sport sponsorship: The relationship between team loyalty, sponsorship awareness, attitude toward the sponsor, and purchase intentions

Detalhes bibliográficos
Autor(a) principal: Biscaia, Rui
Data de Publicação: 2013
Outros Autores: Correia, Abel, Rosado, António Fernando, Ross, Stephen, Maroco, João
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.12/2358
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.
id RCAP_2b0a052125c0d2b5dfbb5e0c493075b4
oai_identifier_str oai:repositorio.ispa.pt:10400.12/2358
network_acronym_str RCAP
network_name_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository_id_str 7160
spelling Sport sponsorship: The relationship between team loyalty, sponsorship awareness, attitude toward the sponsor, and purchase intentionsSponsorship 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.Human Kinetics PublishersRepositório do ISPABiscaia, RuiCorreia, AbelRosado, António FernandoRoss, StephenMaroco, João2013-09-12T18:58:30Z2013-01-01T00:00:00Z2013-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.12/2358engJournal of Sport Management, 27, 288-3020888-4773info:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2022-09-05T16:38:17Zoai:repositorio.ispa.pt:10400.12/2358Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T15:20:20.952263Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Sport sponsorship: The relationship between team loyalty, sponsorship awareness, attitude toward the sponsor, and purchase intentions
title Sport sponsorship: The relationship between team loyalty, sponsorship awareness, attitude toward the sponsor, and purchase intentions
spellingShingle Sport sponsorship: The relationship between team loyalty, sponsorship awareness, attitude toward the sponsor, and purchase intentions
Biscaia, Rui
title_short Sport sponsorship: The relationship between team loyalty, sponsorship awareness, attitude toward the sponsor, and purchase intentions
title_full Sport sponsorship: The relationship between team loyalty, sponsorship awareness, attitude toward the sponsor, and purchase intentions
title_fullStr Sport sponsorship: The relationship between team loyalty, sponsorship awareness, attitude toward the sponsor, and purchase intentions
title_full_unstemmed Sport sponsorship: The relationship between team loyalty, sponsorship awareness, attitude toward the sponsor, and purchase intentions
title_sort Sport sponsorship: The relationship between team loyalty, sponsorship awareness, attitude toward the sponsor, and purchase intentions
author Biscaia, Rui
author_facet Biscaia, Rui
Correia, Abel
Rosado, António Fernando
Ross, Stephen
Maroco, João
author_role author
author2 Correia, Abel
Rosado, António Fernando
Ross, Stephen
Maroco, João
author2_role author
author
author
author
dc.contributor.none.fl_str_mv Repositório do ISPA
dc.contributor.author.fl_str_mv Biscaia, Rui
Correia, Abel
Rosado, António Fernando
Ross, Stephen
Maroco, João
description 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.
publishDate 2013
dc.date.none.fl_str_mv 2013-09-12T18:58:30Z
2013-01-01T00:00:00Z
2013-01-01T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10400.12/2358
url http://hdl.handle.net/10400.12/2358
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv Journal of Sport Management, 27, 288-302
0888-4773
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
eu_rights_str_mv embargoedAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Human Kinetics Publishers
publisher.none.fl_str_mv Human Kinetics Publishers
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
_version_ 1799130064584966144