Effectiveness of sponsorship type, sport team identification, team support and congruence

Sardar Mohammadi, Mojtaba Ghasemi Siani, Manuel Alonso Dos Santos
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Abstract

Purpose

The aim of this paper is to investigate the interaction effect that sponsor-team congruence and team fan (home/rival team) have on the influence of different types of sports sponsorship (joint, corporate social responsibility [CSR]-linked and conventional sponsorship) on fans' attitudes and purchase intentions toward the sponsor.

Design/methodology/approach

Two experimental studies were conducted on 391 and 297 participants. The data gathered underwent analysis through five multivariate general linear model analyses.

Findings

The study found that CSR-linked sponsorship had the strongest positive impact and the weakest negative impact on the attitude and purchase intention of home team supporters and the attitude of rival team supporters. Nonetheless, the sponsor-team congruence did not significantly moderate the relationship. Additionally, the research demonstrated that the fan identity of both home and rival teams moderates the impact of sports sponsorships on attitude and purchase intention.

Originality/value

Previous research has studied the effectiveness of sponsorship format types independently. This is the first research comparing sponsorship formats regarding fan type and congruence.

赞助类型、运动队认同、团队支持和一致性的效果
目的 本文旨在研究赞助商-球队一致性和球队球迷(主队/对手队)对不同类型体育赞助(联合赞助、与企业社会责任挂钩的赞助和传统赞助)对球迷对赞助商的态度和购买意向的交互影响。研究结果研究发现,与企业社会责任挂钩的赞助对主队支持者和敌队支持者的态度和购买意向的正面影响最大,负面影响最弱。然而,赞助商与球队的一致性并没有明显缓和这种关系。此外,研究还表明,球迷对主队和对手球队的认同会调节体育赞助对态度和购买意向的影响。这是首次就球迷类型和一致性对赞助形式进行比较的研究。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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