Applicability of belief measures for advertising to sponsorship in sport

IF 3 4区 教育学 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM
D. Pyun, Heetae Cho, H. Leng
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引用次数: 1

Abstract

While advertising and sponsorship are conceptually different, many studies have used the same measures for both constructs. The assumption is that respondents perceive both domains similarly. The purpose of this study was to test the invariance of the belief measures between the advertising and sponsorship measurement models across different consumer segments and to provide empirical justification for the practice.,Two independent samples were recruited from two different consumer segments: university student consumers (n = 290) and general consumers (n = 324). This study conducted multigroup invariance tests using LISREL 8.80. The measurement and structural invariances were concerned with factor loadings (λ), factor variance and covariance (f) and error variance (θ) metrics.,The factor patterns of the belief model were generally invariant between the advertising and sponsorship models in both consumer groups. However, the respondents interpreted three items between advertising and sponsorship in different ways: one annoyance/irritation item in the generic consumer group and two falsity/no sense items in the student consumer groups.,While the invariance test reveals three problematic items, the majority of items seem to be invariant, concluding that the advertising belief scale could be applicable to the sponsorship context.
体育赞助中广告信任措施的适用性
虽然广告和赞助在概念上是不同的,但许多研究对这两个概念使用了相同的测量方法。假设受访者对这两个领域的看法相似。本研究的目的是检验不同消费者群体的广告和赞助测量模型之间的信念测量的不变性,并为实践提供实证依据。从两个不同的消费者群体中招募两个独立的样本:大学生消费者(n = 290)和普通消费者(n = 324)。本研究使用lisrel8.80进行多组不变性检验。测量和结构不变性涉及因子载荷(λ)、因子方差和协方差(f)和误差方差(θ)指标。在广告和赞助两种消费群体中,信念模型的因子模式基本不变。然而,被调查者对广告和赞助之间的三个项目有不同的理解:一个是普通消费者群体的烦恼/刺激项目,两个是学生消费者群体的虚假/无意义项目。虽然不变性检验揭示了三个有问题的项目,但大多数项目似乎是不变的,这表明广告信念量表可以适用于赞助情境。
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来源期刊
International Journal of Sports Marketing & Sponsorship
International Journal of Sports Marketing & Sponsorship HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
4.70
自引率
13.60%
发文量
26
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).
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