团队关联对参与者产品知识和购买意愿的影响——以印度超级联赛为例

IF 1.8 Q3 MANAGEMENT
J. Rai, Apar Singh
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引用次数: 3

摘要

最近进行的许多研究发现,体育赞助的成功在很大程度上取决于消费者对这项运动或团队的隶属关系。为了理解其机制,本研究将团队-赞助商一致性、团队认同和团队参与作为外生变量,以衡量参与者与团队的联系及其对赞助商品牌知识的影响,从而确定他们的品牌知识对赞助商品牌形象和购买意向的影响。采用结构方程建模技术,研究发现,与会者的团队关联对他们对赞助商品牌的了解产生了积极影响,进而影响了赞助商形象和与会者的购买意愿。研究还发现,与会者的产品知识与购买意向之间存在微弱的直接关联,这意味着赞助商形象的中介作用。这项研究的优势在于对受访者的抽样调查,这些受访者因对所研究的运动和团队(分别是板球和KXIP)的高度兴趣而被筛选。在从印度超级联赛(IPL)中挑选了一支球队,并分析了现场体育迷的反应后,这项研究为赞助或打算赞助职业体育球队的组织提供了宝贵的见解。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The Impact of Team Association on Attendees’ Product Knowledge and Purchase Intentions: A Case of Indian Premier League
Many research studies conducted in the recent past have found that the success of sports sponsorship depends much on consumers’ affiliation with the sport or a team. In order to understand the mechanics of the same, this study explores team–sponsor congruence, team identification and team involvement as exogenous variables to measure the attendees’ association with the team and its impact on their knowledge of the sponsor brand in order to ascertain the impact of their brand knowledge on the brand image of the sponsor and their purchase intentions. Using structural equation modelling technique, the study found that the attendees’ team association positively affects their knowledge of the sponsor brand, which in turn affects the sponsor image and purchase intention of the attendees. The study also found a weak direct association between the attendees’ product knowledge and their purchase intentions, implying the mediation of sponsor image. The study’s strength is in its sample of the respondents who were filtered for their high interest in the sport and the team (cricket and KXIP, respectively) under study. After selecting a team from the Indian Premier League (IPL) and analysing the responses of on-ground sport fans, the study provides valuable insights for the organizations which do or intend to sponsor a team in professional sport.
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来源期刊
CiteScore
3.90
自引率
31.20%
发文量
25
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