International Journal of Sports Marketing and Sponsorship最新文献

{"title":"From the player to the sponsor: exploring the interplay of attitudes in MMA sports sponsorship","authors":"Andrzej Szymkowiak, Urszula Garczarek-Bąk, Agnieszka Frątczak, Adam Metelski","doi":"10.1108/ijsms-11-2023-0225","DOIUrl":"https://doi.org/10.1108/ijsms-11-2023-0225","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to investigate the complex dynamics of sports sponsorship within the context of mixed martial arts (MMA). Specifically, it explores how audience attitudes toward MMA influence their perceptions of players and sponsors, and subsequently, how these attitudes affect brand perceptions and purchase intentions. Furthermore, this research examines the moderating effect of fans' attitudes toward MMA on the relationship between their attitudes toward sponsors and their purchase intentions. MMA was selected as the focus of this study due to its propensity to evoke more intense emotional responses than other sports, as evidenced by previous research.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Study 1 was conducted to systematically assess the emotional responses elicited by MMA. This preliminary study involved 277 participants. Building on the findings from Study 1, Study 2 employed an online survey to investigate the relationships among various constructs related to MMA. This survey was facilitated through an external portal and included a sample of 459 participants residing in the United States. The constructs measured in this survey were attitudes toward the player (ATP), attitudes toward the sponsor (ATS), perception of brand quality (PBQ), purchase intention (ITP) and attitudes toward mixed martial arts (ATM).</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The study reveals that respondents rated MMA the most negatively among the analyzed sports, with the highest standard deviation, indicating that MMA evokes extreme emotional responses. The findings confirm that attitudes toward the player positively influence attitudes toward the sponsor, aligning with sponsorship-linked marketing theory. Moreover, positive attitudes toward the player were found to enhance perceptions of the sponsor’s brand quality. The research further demonstrated that attitudes toward the sponsor and perceptions of brand quality mediate the relationship between attitudes toward the player and purchase intentions, underscoring the complex nature of consumer decision-making in MMA sponsorship.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This research provides novel insights into the critical role of audience engagement and personal connection with sports in formulating effective sponsorship strategies. It emphasizes the need for marketers to tailor their approaches to align with the sport’s personal significance to the audience, employing narratives that resonate with their identities and values. Enhancing player-sponsor associations through co-branded campaigns and endorsements is essential. Furthermore, consistently maintaining high product quality and fostering emotional connections with the sport are key strategies to drive increased purchase intentions.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-11-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142596600","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Did you notice us? An eye-tracking investigation of sponsorship at the US Olympic swim trials","authors":"Ali B. Mondt, Alan Morse, Zachary Evans","doi":"10.1108/ijsms-03-2024-0053","DOIUrl":"https://doi.org/10.1108/ijsms-03-2024-0053","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aimed to investigate the ecological validity of sponsorship effectiveness by examining the visual attention paid to sponsorship at a live sporting event and the subsequent impact of that attention on cognitive outcomes using eye tracking in a natural, real-world environment.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Two logistic regression analyses (i.e. sponsor recall and sponsor recognition) were conducted to evaluate the impact of sponsorship exposure time, fixation duration and fixation frequency on viewer attention.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The preliminary investigation unveiled that longer exposure, strategic placement and brand repetition led to more frequent and extended fixations. The statistical examination demonstrated that a greater fixation frequency yielded a higher probability of explicit memory. However, the amount of time did not appear to influence viewers’ explicit memory. Further, females exhibited a higher probability of explicit memory compared to their male counterparts. Finally, age emerged as a significant determinant of explicit memory.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The significance of conducting eye-tracking studies within an authentic sport environment enhances ecological validity, leading to the development of practical and realistic approaches to boost consumers' explicit memory of sponsors. Further, the tangible evidence of how sponsorship information is processed can inform and modify sport marketing strategies to enhance the effectiveness of sponsorships.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-11-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142594720","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Beyond a simple yes or no: using signal detection theory to measure sponsorship identification accuracy","authors":"Robert Madrigal, Jesse King","doi":"10.1108/ijsms-07-2024-0149","DOIUrl":"https://doi.org/10.1108/ijsms-07-2024-0149","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Sponsorship identification accuracy is typically assessed as the percentage of consumers answering “yes” when asked if a brand is a sponsor (hits). However, this fails to consider misattribution (answering “yes” for a non-sponsor brand; false alarms). Misattribution reflects consumer confusion and dilutes the benefits of an official sponsorship, offers an advantage to a non-sponsoring rival and reduces a brand’s return on sponsorship investment. Informed by signal-detection theory (SDT), we show how hits may be disentangled from false alarms using a measure of sensitivity called d-prime (d’). A related measure of response bias (c) is also discussed.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>In Study 1, we report the results of an experiment. In Study 2, we rely on a field study involving actual sponsors and fans.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The use of d’ and c is superior to tallying “yes” responses because they account for accurate sponsor attribution and misattribution to non-sponsor competitors.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>In the context of sponsorship, we demonstrate how d’ and c can be easily calculated using Excel. Our research also includes an experimental study that establishes the hypothesized effects and then replicate results in a field setting.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-11-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142594721","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Impact of sports brands’ activities: Are consumers willing to pay a price premium?","authors":"Min-Ah Ryu, Han Soo Kim, Weisheng Chiu, Seomgyun Lee","doi":"10.1108/ijsms-05-2024-0114","DOIUrl":"https://doi.org/10.1108/ijsms-05-2024-0114","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The environmental, social and governance (ESG) movement has become a global phenomenon, penetrating even the sports branding industry. Accordingly, this study investigated whether ESG activities can lead to positive attitudes among customers and thereby affect their behavioral intentions.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>We collected data by administering questionnaires to 154 consumers, after which we conducted partial least squares structural equation modeling to test the hypothesized relationships.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results indicated that ESG activities favorably influenced brand image and brand loyalty. Brand loyalty was positively associated with the willingness to pay (WTP) for a price premium. The indirect effect of brand loyalty was confirmed in the association between ESG activities and WTP a price premium. ESG activities indirectly affected WTP a price premium via serial mediation through brand image and brand loyalty.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This research extends our understanding of the mechanism behind consumers’ decision-making processes on the basis of ESG activities and their impact on WTP a price premium.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-11-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142588633","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Strategic philanthropy of athletes after transgression: examining the congruence effect of pre-transgression and transgression issues","authors":"Myungwoo Lee, Dong Hun Lee, Michael Cottingham, Billy Hawkins","doi":"10.1108/ijsms-08-2024-0207","DOIUrl":"https://doi.org/10.1108/ijsms-08-2024-0207","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study comprehensively explains how sports consumers evaluate athletes’ post-transgression philanthropic activities. We specifically focus on the congruence effect between the pre-transgression philanthropic endeavors and the transgression issue, shedding light on the effectiveness of these strategies in reinstating the positive image of athletes and associated entities.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This study employed a rigorous research design, replicating two studies using sports-related (<em>n</em> = 409) and non-sports-related (<em>n</em> = 404) transgression cases. Data were collected by the Amazon Mechanical Turk platform. A series of experimental studies aimed to investigate the congruence mechanism underlying athletes’ post-transgression philanthropic efforts.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>When the post-transgression philanthropic initiative is related to the transgression, sport consumers are less likely to view it skeptically and are more inclined to positively evaluate the brand attitude and purchase intention, especially when the transgression is unrelated to the pre-transgression philanthropic efforts.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>As is the case with most research, this study has a limitation. This study used a fictitious athlete name to prevent any prior biases or preconceived notions about the athletes and to avoid any unforeseen influences of personal attitudes toward the athlete. However, designing this study around a fictitious athlete may pose construct validity issues because it may not reflect real-life interactions with the athletes. To increase the validity of findings, future research should aim to replicate the current findings using the names of actual athletes.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This unique approach provides valuable insights and equips sports marketers and brand managers with effective strategies to restore the positive image of athletes and associated entities after a transgression has been made public, empowering them to make informed decisions in challenging situations.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-10-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142444484","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Pre-post examination of residents’ destination image toward mega event hosting country with strained bilateral relations","authors":"Kevin K. Byon, Juha Yoon, Alex Gang, Juho Park, Paul M. Pedersen","doi":"10.1108/ijsms-07-2024-0154","DOIUrl":"https://doi.org/10.1108/ijsms-07-2024-0154","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The current study applied the concept of country image to a context of bilateral relations for two post-Soviet states to examine the impact of a mega sport event on the image of the host country Russia.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Surveys were collected before and after the World Cup to assess any changes among Georgians with regard to their views on Russia and intentions to visit.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results showed a significant change in Russia’s pre-perceived cognitive image related to reputation, respect and development, as well as the emotional aspect and overall country image after the mega sport event. Interestingly, the affective image of Russia carried more weight in shaping the overall country image compared to the cognitive aspects, suggesting the increasing importance of emotional perceptions over beliefs. However, despite these changes, the study found that mega sport events did not significantly moderate the association between country image and behavior intentions in the context of Russo-Georgian hostile bilateral relations.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study is one of the first examinations of the impact of hosting mega sport events in countries with hostile bilateral ties. The findings support that mega sport events can be an effective mechanism to gain soft power in that such events can arouse changes in people’s emotions and feelings towards the host country, even for those living in a country with a hostile relationship with the host country. The scope of applicability of these findings can be extended to other contexts, including future hosts of mega sport events in their geo-political contexts.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-09-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142325542","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Gender differences in the effects of nostalgia on conspicuous consumption and impulsive buying","authors":"Heetae Cho, Weisheng Chiu, Hyoung-Kil Kang, Hyun-Woo Lee","doi":"10.1108/ijsms-04-2024-0081","DOIUrl":"https://doi.org/10.1108/ijsms-04-2024-0081","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The current study investigated the relationship between nostalgia, conspicuous consumption, and impulse buying and compared gender differences in the effects of nostalgia on conspicuous consumption and impulse buying.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>A total of 307 college students in western Singapore were recruited. Confirmatory factor analysis and structural equation modeling were conducted to assess the psychometric properties of the scales and estimate model path coefficients. A multi-group analysis was conducted to test if the path coefficients in the research model varied across genders.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>This study found that nostalgia had a positive influence on consumers’ conspicuous consumption, which in turn had a positive impact on their impulse buying of sport products. The results of the multi-group analysis also revealed significant differences across gender groups in that the impacts of nostalgia on conspicuous consumption and impulse buying were stronger for male consumers.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study forges new ground by investigating the intricate dynamics among nostalgia, conspicuous consumption, and impulse buying in the context of sport. By delving into the relationships between them and exploring gender disparities in their effects, this study enhances our understanding of the pivotal role nostalgia plays in shaping consumer behavior in sport. In addition, the identification of gender-specific patterns underscores the significance of tailored marketing approaches for effectively engaging both male and female consumers. Overall, this study presents fresh perspectives that can inform the development of targeted marketing strategies for sport marketers and retailers aiming to optimize their offerings and promotional endeavors.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-09-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142160440","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Digitalization in action sports: blessing or curse?","authors":"Willem Standaert, Elena Mazurova","doi":"10.1108/ijsms-04-2024-0078","DOIUrl":"https://doi.org/10.1108/ijsms-04-2024-0078","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to identify how the use of digital technology for performance and commercial aspects of action sports can both create and destruct value.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Exploratory research based on 30 interviews with coaches, athletes, judges, federations, fans and sponsoring organizations from Europe, across five action sport disciplines that are included in the Olympic program.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Value creation of digital technology use related to the performance aspect of action sports fall into two categories: performance enhancement and performance evaluation. Value creation related to the commercialization aspect of action sports relate to specific technologies, in particular a video streaming and a centralized data and engagement platform, as well as to possibilities for betting and making sponsoring more measurable. Notably, such value creation opportunities are also accompanied by possible value destruction, as they interfere with the ethos of action sports (i.e. the unique nature and special culture).</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Drawing from service-dominant logic and adopting the value creation/destruction lens, this paper is the first to study how digitalization in the areas of performance and commercialization may further intensify tensions related to the ethos of action sports. Our approach is inclusive in terms of the types of digital technologies, action sport disciplines and stakeholders considered.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-09-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142158946","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Connecting event impact perceptions to sponsor-related behaviours among residents in the host city","authors":"Torill Olsen, Yosuke Tsuji, Shintaro Sato","doi":"10.1108/ijsms-04-2024-0091","DOIUrl":"https://doi.org/10.1108/ijsms-04-2024-0091","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study examines the relationships among residents' event impact perceptions, attitude towards events, attitude towards sponsors and sponsor-related behavioural intentions (i.e. purchase intention and word-of-mouth).</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Focusing on the Naha Marathon in Okinawa, Japan, as a research context, data were collected from residents of Okinawa who were familiar with the Naha Marathon and its sponsors (<em>N</em> = 322). Structural equation modelling was employed to test the hypotheses, developed based on theories of social exchange, image transfer and planned behaviour.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The findings revealed that residents’ perceptions of social event impacts, rather than economic and environmental impacts, were associated with attitudes towards the event. Such an effect was indirectly associated with purchase intentions and word-of-mouth intentions via attitude towards the sponsors.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The current research contributes to the literature on sport sponsorship, especially in participation-based sports, by exploring how event sponsors can enjoy fruitful returns on investment. The findings can extend our understanding by highlighting the importance of positive community engagement for sponsors. Sponsors who aim to enhance consumer behaviour should prioritize strategies aligning with the positive social impacts of events.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-09-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142130584","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"A machine learning approach to predict classification of fans’ attitudes toward sponsors","authors":"Junyi Bian, Benjamin Colin Cork","doi":"10.1108/ijsms-06-2024-0118","DOIUrl":"https://doi.org/10.1108/ijsms-06-2024-0118","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to develop and validate an accurate machine learning model to categorize NBA fans into meaningful clusters based on their perceptions of sport sponsorship. Additionally, by predicting the intensity of NBA fans’ attitudes toward sponsors, the authors intend to identify the specific features that influence prediction, discuss these findings and offer implications for academics and practitioners in sport sponsorship.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This study used a sample of 1,142 NBA fans who were recruited through Amazon Mechanical Turk (MTurk). Fans identification, sponsorship fit, behavioral intentions, sponsor altruistic motive, sponsor normative motive, sponsor egoistic motive were surveyed as predictors, whereas fans’ attitudes toward sponsors was collected as the dependent variable. The LASSO regression, SVM, KNN, RF and XGboost were used to develop and validate the prediction model after verifying the measurement model by the Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA).</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The RF model had the best accurate in predicting the intensity of fans’ attitudes toward sponsors, achieving an AUC of 0.919 with a sensitivity of 0.872, a specificity of 0.828, a PPV of 0.873, a NPV of 0.828 and an accuracy of 0.848. The most influential feature in the model was “the fit of 0.301”. “Fans’ perceptions of sponsor’s normative motive”, “behavioral intentions supporting sponsors”, “fans’ identification with their favorite team”, “fans’ perceptions of sponsor’s altruistic motive” and “fans’ perceptions of sponsor’s egoistic motive” were exhibited in descending order.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study is the first in sport sponsorship to accurately classify the intensity of fans’ attitudes toward sponsors as either high or low using machine learning models, and to formulate how fans’ attitudes formed toward sponsors from their perceptions of sponsorship process.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-08-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142084703","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}