Advanced search
Publication Cover
Journal of Promotion Management Volume 22, 2016 - Issue 2: Messages Not Getting Through: Societal Marketing to the Rescue
Submit an article Journal homepage
5,356
Views
22
CrossRef citations to date
0
Altmetric
Articles

Sport Sponsorship: The Impact of Sponsor Image on Purchase Intention of Fans

Konstantinos KoroniosUniversity of Peloponnese, Sparti, GreeceCorrespondence[email protected]
,
Marina PsiloutsikouAthens University of Economics and Business, Athens, Greece
,
Athanasios KriemadisUniversity of Peloponnese, Sparti, Greece
,
Pavlos ZervoulakosUniversity of Peloponnese, Sparti, Greece
&
Eleni LeivaditiUniversity of Peloponnese, Sparti, Greece
Pages 238-250 | Published online: 23 Mar 2016
 
Sample our Economics, Finance,Business & Industry journals, sign in here to start your access, latest two full volumes FREE to you for 14 days

ABSTRACT

The objective of this study is to investigate the growing importance of societal marketing, by identifying the key variables in the sport sponsorship relationship, and more specifically to examine the impact of sponsor image on one major behavioral outcome, fans' purchase intention. Furthermore, the role of sport activity involvement and team attachment was investigated, in enhancing sponsor's image between football fans. The findings supported that Sponsor Image has a significant effect on the purchase intention (R2 = 0,813, p < 0.001) regardless of the product fit. Sponsor image was weakly linked with sport involvement and team achievement.

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Order Reprints Request Corporate Permissions

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

Request Academic Permissions

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.

Related Research Data

Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility
Source: SAGE Publications
Buying a sponsor's brand: the role of affective commitment to the sponsored team
Source: Westburn Publishers Ltd
A model of fan identification: antecedents and sponsorship outcomes
Source: Emerald
Relatedness, Prominence, and Constructive Sponsor Identification
Source: Project Muse
Factors leading to group identification: A field study of winners and losers
Source: Wiley
ASSESSING THE EFFECTIVENESS OF SPORT SPONSORSHIPS - AN EMPIRICAL EXAMINATION
Source: Springer Science and Business Media LLC
Predictors of Behavioral Loyalty Among Hikers Along the Appalachian Trail
Source: Informa UK Limited
A model of image creation and image transfer in event sponsorship
Source: Emerald
An approach of Analytic Hierarchy Process (AHP)
Source: Emerald
Corporate sponsorship of a cause: the role of identification in purchase intent
Source: Elsevier BV
An evaluation of the sponsorship of Euro 2004
Source: Emerald
Consumption values, sponsorship awareness, brand and product use
Source: Emerald
The Impact of Sport Sponsorship Perceptions and Attitudes on Purchasing Decision of Fans as Consumers—Relevance for Promotion of Corporate Social Responsibility and Sustainable Practices
Source: Multidisciplinary Digital Publishing Institute
Sponsorship and the Image of the Sponsor
Source: Emerald
The influence of cause-related marketing on consumer choice: Does one good turn deserve another?
Source: Springer Science and Business Media LLC
Negative sponsor behaviour, team response and how this impacts fan attitudes
Source: Emerald
And Now, A Word from Our Sponsor--A Look at the Effects of Sponsored Content and Banner Advertising
Source: Informa UK Limited
New Media, Branding and Global Sports Sponsorship
Source: Emerald
Understanding sponsorship effects
Source: Wiley
Determinants of Sports Sponsorship Response
Source: Springer Science and Business Media LLC
Building corporate image through societal marketing programs
Source: Emerald
THE EFFECTS OF SPONSOR RELEVANCE ON CONSUMER REACTIONS TO INTERNET SPONSORSHIPS
Source: Informa UK Limited
Social identity effects in a belief–attitude–intentions hierarchy: Implications for corporate sponsorship
Source: Wiley
"Brought to you by Brand A and Brand B" Investigating Multiple Sponsors' Influence On Consumers' Attitudes Toward Sponsored Events
Source: Informa UK Limited
The effects of sports sponsorship: A review and research agenda
Source: Westburn Publishers
CONGRUENCE EFFECTS IN SPONSORSHIP: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive
Source: Informa UK Limited
Affective Intensity and Sponsor Identification
Source: Informa UK Limited

Linking provided by 

Related research

People also read lists articles that other readers of this article have read.

Recommended articles lists articles that we recommend and is powered by our AI driven recommendation engine.

Cited by lists all citing articles based on Crossref citations.
Articles with the Crossref icon will open in a new tab.