Sport Sponsorship: The Impact of Sponsor Image on Purchase Intention of Fans

The objective of this study is to investigate the growing importance of societal marketing, by identifying the key variables in the sport sponsorship relationship, and more specifically to examine the impact of sponsor image on one major behavioral outcome, fans' purchase intention. Furthermore...

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Bibliographic Details
Published in:Journal of promotion management 2016-03, Vol.22 (2), p.238-250
Main Authors: Koronios, Konstantinos, Psiloutsikou, Marina, Kriemadis, Athanasios, Zervoulakos, Pavlos, Leivaditi, Eleni
Format: Article
Language:English
Subjects:
Consumer behavior
Corporate image
Corporate sponsorship
Greece
promotion
purchase intention
Relationship marketing
societal marketing
sponsor image
sport involvement
sport sponsorship
Sports fans
Studies
team achievement
team attachment
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Summary:The objective of this study is to investigate the growing importance of societal marketing, by identifying the key variables in the sport sponsorship relationship, and more specifically to examine the impact of sponsor image on one major behavioral outcome, fans' purchase intention. Furthermore, the role of sport activity involvement and team attachment was investigated, in enhancing sponsor's image between football fans. The findings supported that Sponsor Image has a significant effect on the purchase intention (R 2 = 0,813, p < 0.001) regardless of the product fit. Sponsor image was weakly linked with sport involvement and team achievement.
ISSN:1049-6491
1540-7594
DOI:10.1080/10496491.2016.1121739