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

Rui Biscaia, Abel Correia, Stephen Ross, António Rosado, João Marôco

    Research output: Contribution to journalArticlepeer-review

    169 Citations (Scopus)

    Abstract

    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.
    Original languageEnglish
    Pages (from-to)288-302
    Number of pages14
    JournalJournal of Sport Management
    Volume27
    Issue number3
    DOIs
    Publication statusPublished - Jul 2013

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