New jerseys: exploring the influence of NBA team jersey sponsorships on teams and sponsors

IF 3 4区教育学 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Sports Marketing & Sponsorship Pub Date : 2020-10-30 DOI:10.1108/ijsms-10-2019-0111

S. Shoffner, Mark A. Slavich, G. Koo

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引用次数: 2

Abstract

PurposeIn 2017, the National Basketball Association (NBA) became the first major professional North American sport league to adopt jersey sponsorship. While professional leagues across the globe have allowed this practice for decades, the NBA's decision marked what may be the start of a new trend in North American sport sponsorship. With this in mind, the current study sought to assess the impact of fans' perceptions of these sponsorships on sponsor- and team-related outcomes.Design/methodology/approachAn online sample of 301 NBA fans across the United States was conducted through Amazon's MTurk.FindingsResults exhibited the importance of sponsorship authenticity, which maintained the strongest influence on sponsor- and team-related outcomes. Brand–team fit, sponsorship familiarity and sponsorship identification were also assessed, with mixed results for each factor.Originality/valueResults of these findings related to sponsorship authenticity and consequent practical and theoretical implications are discussed, and areas for future research are provided.

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新球衣：探索NBA球队球衣赞助对球队和赞助商的影响

目的2017年，美国国家篮球协会（NBA）成为北美第一个采用球衣赞助的主要职业体育联盟。尽管全球职业联盟几十年来一直允许这种做法，但NBA的决定标志着北美体育赞助新趋势的开始。考虑到这一点，目前的研究试图评估球迷对这些赞助的看法对赞助商和团队相关结果的影响。设计/方法/方法通过亚马逊的MTurk.FindingsResults对全美301名NBA球迷进行了在线抽样。结果显示了赞助真实性的重要性，这对赞助商和球队相关的结果保持了最强烈的影响。还评估了品牌-团队契合度、赞助熟悉度和赞助识别度，每个因素的结果参差不齐。原创性/价值这些发现的结果与赞助的真实性以及随之而来的实践和理论意义有关，并提供了未来的研究领域。

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来源期刊

International Journal of Sports Marketing & Sponsorship HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

4.70

自引率

13.60%

发文量

期刊介绍： The International Journal of Sports Marketing and Sponsorship is the world’s leading journal for the sports marketing industry. Published quarterly, it has met the rigorous standards required for a listing by both PsycINFO and the Social Sciences Citation Index (SSCI).