Journal ArticleDOI
The Effects of Sport Involvement, Sponsor Awareness and Corporate Image on Intention to Purchase Sponsors' Products
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In this article, the authors examined theoretical relationships between key variables of sponsorship effectiveness that include sponsor awareness, corporate image and future purchase intention, and found that favorable purchase intentions were more likely to occur when consumers held a positive image of the sponsoring companies and had a high level of sports involvement.Abstract:
This study examined theoretical relationships between key variables of sponsorship effectiveness that include sponsor awareness, corporate image and future purchase intention Involvement in the sport of soccer was also examined as a key consumer variable Results suggested that favourable purchase intentions were more likely to occur when consumers held a positive image of the sponsoring companies and had a high level of sports involvement; and that consumers' sports involvement positively influenced sponsor awareness, corporate image and purchase intentionread more
Citations
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Sport sponsorship: The relationship between team loyalty, sponsorship awareness, attitude toward the sponsor, and purchase intentions
TL;DR: In this paper, the authors examined the relationship between both attitudinal and behavioral loyalty with sponsorship awareness, attitude toward two actual sponsors, and purchase intentions, and found that attitude toward the sponsor was the strongest predictor of purchase intentions.
Journal ArticleDOI
Consumer evaluations of CSR authenticity: Development and validation of a multidimensional CSR authenticity scale
TL;DR: In this paper, the authors identify the dimensions of CSR authenticity and develop and validate a multi-dimensional scale to assess it, and support the efficacy of the authenticity for predicting positive consumer attitudes and intentions toward the firm.
Journal ArticleDOI
Branding in pictures: using Instagram as a brand management tool in professional team sport organisations
TL;DR: In this paper, the authors examined how professional team sport organisations use Instagram for branding purposes and explored the given meaning of Instagram followers' reactions to the organisations' Instagram activity, finding that Instagram facilitates co-branding, while giving fans a more active role in the branding process through comments.
Journal ArticleDOI
The impact of relationship quality on attitude toward a sponsor
TL;DR: In this paper, a model was developed to examine linkages among relationship quality, sincerity, attitude toward sponsor and intention to purchase a sponsor's product using confirmatory factory analysis, and the relationships in the hypothesized model were tested using simultaneous equations.
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The Flipside of the Sponsorship Coin: Do You Still Buy the Beer When the Brewer Underwrites a Rival Team?
TL;DR: In this article, the authors investigated whether sponsorships can have negative brand effects in some subgroups in the target market, and found that fans of the Stockholm team AIK transferred their dislike of the rival team Hammarby to its sponsor, the beer brand Falcon.
References
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Journal ArticleDOI
Evaluating Structural Equation Models with Unobservable Variables and Measurement Error
Claes Fornell,David F. Larcker +1 more
TL;DR: In this paper, the statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined, and a drawback of the commonly applied chi square test, in additit...
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Conceptualizing, measuring, and managing customer-based brand equity
TL;DR: In this article, a conceptual model of brand equity from the perspective of the individual consumer is presented, which is defined as the differential effect of brand knowledge on consumers' perceptions of the brand.
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Measuring the Involvement Construct
TL;DR: The Personal In-volvement Inventory was developed over four data sets of 268 undergraduate psychology students, two data set of 49 MBA students, and two data sets with 57 clerical and administrative staff members as mentioned in this paper.
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Nature and Operation of Attitudes
TL;DR: The nature of perceived behavioral control, the relative importance of attitudes and subjective norms, the utility of adding more predictors, and the roles of prior behavior and habit are highlighted.
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An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context
TL;DR: This article identified attitude toward the ad as an important construct mediating the effects of advertising on brand attitude and purchase intention, but to date, little attention has been paid to this aspect.