Fan Sponsor Acceptance: So, You Want to Join Our Sports in-Group?

Q3 Business, Management and Accounting

Services Marketing Quarterly Pub Date : 2022-12-15 DOI:10.1080/15332969.2022.2156757

L. Vance, M. Raciti, M. Lawley

引用次数: 0

Abstract

Abstract This research introduces the notion of sponsor acceptance and examines its role in an emerging sport, the Australian Big Bash League T20 cricket. Sports sponsors want to achieve consumer-based brand equity (CBBE) outcomes. However, the achievement of CBBE outcomes depends on sponsor acceptance. Using quantitative survey data from BBL television viewers, we developed and tested a model of sponsor acceptance. We compared fan in-group and out-group perceptions, finding that both groups viewed the sponsorship positively. There were no significant differences between the groups in terms of our model of sponsor acceptance. Commercial outcomes of the financial services sponsor validated findings.

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球迷赞助商接受：那么，你想加入我们的体育团体吗？

摘要本研究引入了赞助商接受的概念，并考察了其在新兴运动澳大利亚大满贯联赛T20板球中的作用。体育赞助商希望实现基于消费者的品牌资产（CBBE）结果。然而，CBBE结果的实现取决于赞助商的接受程度。利用BBL电视观众的定量调查数据，我们开发并测试了赞助商接受度模型。我们比较了粉丝群体内和群体外的看法，发现两个群体都积极看待赞助。就我们的赞助商接受模式而言，两组之间没有显著差异。金融服务赞助商的商业成果验证了调查结果。

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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来源期刊

Services Marketing Quarterly Business, Management and Accounting-Business, Management and Accounting (miscellaneous)

CiteScore

2.40

自引率

0.00%

发文量

期刊介绍： Services Marketing Quarterly is directed at academicians and practitioners who are involved in the development and application of services marketing concepts to the wide spectrum of industries that constitute the service sector of economies. The journal presents both theoretical and empirical articles including experimental and pilot studies addressing various issues faced by service marketers to enhance the development of the marketing literature in the application of marketing concepts to services. Areas of emphasis include: Service characteristics changes. Servicescape impacts. Service delivery impacts. Services impact on organizational image. Digital service environments and impacts. Evolution of services over time and by industry. Contributions are encouraged which include analysis of existing practice, methods and programs; application of new ideas and methods; and research on various aspects of services marketing. Each manuscript should include the marketing implications of the impact of the findings on services marketing theory and/or practice. Services Marketing Quarterly also welcome proposals for special issues.