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

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.

KEYWORDS:

• Greece
• promotion
• purchase intention
• societal marketing
• sponsor image
• sport involvement
• sport sponsorship
• team achievement
• team attachment