Determinants of Consumers’ Attitudes Toward a Sport Sponsorship: A Tale from College Athletics

REFERENCES

• Ajzen, I. (2001). Nature and operation of attitudes. Annual Review of Psychology, 52, 27–58.
   PubMed Web of Science ®Google Scholar
• Anderson, E., & Weitz, B. (1989). Determinants of continuity in conventional industrial dyads. Marketing Science, 8, 310–323.
   Web of Science ®Google Scholar
• Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103, 411–423.
   Web of Science ®Google Scholar
• Becker-Olsen, K. L., & Hill, R. P. (2006). The impact of sponsor fit on brand equity: The case of nonprofit service providers. Journal of Service Research, 9, 73–83.
   Web of Science ®Google Scholar
• Bentler, P. M. (1990). Comparative fit indices in structural models. Psychological Bulletin, 107, 238–246.
   PubMed Web of Science ®Google Scholar
• Bhat, S., & Reddy, S. K. (1998). Symbolic and functional positioning of brands. Journal of Consumer Marketing, 15, 32–43.
   Google Scholar
• Carmeli, A. (2005). Perceived external prestige, affective commitment, and citizenship behaviours. Organization Studies, 26, 443–464.
   Web of Science ®Google Scholar
• Cialdini, R. B., Borden, R. J., Thorne, A., Walker, M. R., Freeman, S., & Sloan, L. R. (1976). Basking in reflected glory: Three (football) field studies. Journal of Personality and Social Psychology, 34, 366–375.
   Web of Science ®Google Scholar
• Clark, B. H., & Montgomery, D. B. (1998). Deterrence, reputations, and competitive cognition. Management Science, 44, 62–82.
   Web of Science ®Google Scholar
• Copeland, R., Frisby, W., & McCarville, R. E. (1996). Understanding the sport sponsorship process from a corporate perspective. Journal of Sport Management, 10(1), 32–48.
   Google Scholar
• Cornwell, T. B. (1995). Sponsorship-linked marketing development. Sport Marketing Quarterly, 4(4), 13–24.
   Google Scholar
• Cornwell, T. B., & Coote, L. V. (2005). Corporate sponsorship of a cause: The role of identification in purchase intent. Journal of Business Research, 58, 268–276.
   Web of Science ®Google Scholar
• Cornwell, T. B., Humphreys, M. S., Maguire, A. M., Weeks, C. S., & Tellegen, C. L. (2006). Sponsorship‐linked marketing: The role of articulation in memory. Journal of Consumer Research, 33(3), 312–321.
   Web of Science ®Google Scholar
• Cornwell, T. B., & Maignan, I. (1998). An international review of sponsorship research. Journal of Advertising, 27(1), 1–22.
   Web of Science ®Google Scholar
• Cornwell, T. B., Weeks, C. S., & Roy, D. P. (2005). Sponsorship-linked marketing: Opening the black box. Journal of Advertising, 34(2), 23–45.
   Web of Science ®Google Scholar
• Cronbach, L. J. (1951). Coefficient alpha and the internal structure of a test. Psychometrika, 16, 297–334.
   Web of Science ®Google Scholar
• Cronin, J. J., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55–68.
   Web of Science ®Google Scholar
• Dabholkar, P. A., Shepherd, D. C., & Thorpe, D. I. (2000). A comprehensive framework for service quality: An investigation of critical conceptual and measurement issues through a longitudinal study. Journal of Retailing, 76, 131–139.
   Web of Science ®Google Scholar
• D’Astous, A., & Blitz, P. (1995). Consumer evaluations of sponsorship programmes. European Journal of Marketing, 29(12), 6–22.
   Google Scholar
• Dwyer, R. F., Schurr, P. H., & Oh, S. (1987). Developing buyer-seller relationships. Journal of Marketing, 51(2), 11–27.
   Web of Science ®Google Scholar
• Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
   Google Scholar
• Fombrun, C., & Shanley, M. (1990). What’s in a name? Reputation building and corporate strategy. The Academy of Management Journal, 33, 233–258.
   Web of Science ®Google Scholar
• Fulks, D. (2010). Revenues and expenses: 2004–2009 NCAA division I intercollegiate athletics report. Indianapolis, IN: National Collegiate Athletic Association.
   Google Scholar
• Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(2), 1–19.
   Web of Science ®Google Scholar
• Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2), 70–87.
   Web of Science ®Google Scholar
• Graham, J. M. (2006). Congeneric and (essentially) tau-equivalent estimates of score reliability: What they are and how to use them. Educational and Psychological Measurement, 66, 930–944.
   Web of Science ®Google Scholar
• Gutierrez-Nieto, B., & Serrano-Cinca, C. (2010). Factors influencing funder loyalty to microfinance institutions. Nonprofit and Voluntary Sector Quarterly, 39, 302–320.
   Web of Science ®Google Scholar
• Gwinner, K. P., & Eaton, J. (1999). Building brand image through event sponsorship: The role of image transfer. Journal of Advertising, 28(4), 47–57.
   Web of Science ®Google Scholar
• Hair, J. F., Black, W. C., Babin, B., Anderson, R. E., & Tatham, R. L. (2005). Multivariate data analysis (6th ed.). Upper Saddle River, NJ: Prentice Hall.
   Google Scholar
• Hull, C. L. (1943). Principles of behaviour. New York, NY: Appleton-Century.
   Google Scholar
• IEG Sponsorship Report. (2013). 2013 sponsorship outlook: Spending increase is double-edged sword. Retrieved from http://www.sponsorship.com/iegsr/2013/01/07/2013-Sponsorship-Outlook--Spending-Increase-Is-Dou.aspx
   Google Scholar
• Iwasaki, Y., & Havitz, M. E. (2004). Examining relationships between leisure involvement, psychological commitment and loyalty to a recreation agency. Journal of Leisure Research, 36, 45–72.
   Web of Science ®Google Scholar
• Javalgi, R. G., Traylor, M. B., Gorss, A. C., & Lampman, E. (1994). Awareness of sponsorship and corporate image: An empirical investigation. Journal of Advertising, 23(4), 47–58.
   Web of Science ®Google Scholar
• Johar, G. V., & Pham, M. T. (1999). Relatedness, prominence, and constructive sponsor identification. Journal of Marketing Research, 36, 299–312.
   Web of Science ®Google Scholar
• Johar, G. V., Pham, M. T., & Wakefield, K. L. (2006). How event sponsors are really identified: A (baseball) field analysis. Journal of Advertising, 46(2), 183–198.
   Web of Science ®Google Scholar
• Jöreskog, K. G., & Sörbom, D. (2006). PRELIS (Version 2.80) [Computer software], Lincolnwood, IL: Scientific Software International.
   Google Scholar
• Klein, A., & Moosbrugger, H. (2000). Maximum likelihood estimation of latent interaction effects with the LMS method. Psychometrika, 65, 457–474.
   Web of Science ®Google Scholar
• Ko, Y. J., Kim, K. T., Claussen, C. L., & Kim, T. H. (2008). The effects of sport involvement, sponsor awareness and corporate image on intention to purchase sponsors’ products. International Journal of Sports Marketing and Sponsorship, 9(2), 79–94.
   Web of Science ®Google Scholar
• Lardinoit, T., & Derbaix, C. (2001). Sponsorship and recall of sponsors. Psychology and Marketing, 18, 167–190.
   Web of Science ®Google Scholar
• Lee, H. S., & Cho, C. H. (2009). The matching effect of brand sponsorship event personality: Sponsorship implications. Journal of Sport Management, 23, 41–64.
   Web of Science ®Google Scholar
• Lee, M. S., Sandler, D. M., & Shani, D. (1997). Attitudinal constructs toward sponsorship: Scale development using three global sporting events. International Marketing Review, 143, 159–169.
   Google Scholar
• MacCallum, R. C., & Austin, J. T. (2000). Applications of structural equation modeling in psychological research. Annual Review of Psychology, 51, 201–226.
   PubMed Web of Science ®Google Scholar
• MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53(2), 48–65.
   Web of Science ®Google Scholar
• MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1989). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23, 130–143.
   Web of Science ®Google Scholar
• MacMillan, I. C. (1983). Competitive strategies for not-for-profit agencies. In R. B. Lamb ( Ed.), Advances in strategic management (vol. 1, pp. 61–82). Greenwich, CT: JAI.
   Google Scholar
• Madrigal, R. (2000). The influence of social alliances with sports teams on intentions to purchase corporate sponsors’ products. Journal of Advertising, 29(4), 13–24.
   Web of Science ®Google Scholar
• Mael, F., & Ashforth, B. E. (1992). Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of Organizational Behavior, 13, 103–123.
   Web of Science ®Google Scholar
• Mahony, D. F., Madrigal, R., & Howard, D. R. (2000). Using the psychological commitment to team (PCT) scale to segment sport consumers based on loyalty. Sport Marketing Quarterly, 9, 15–25.
   Google Scholar
• Mardia, K. V. (1985). Mardia’s test of multivariate normality. In S. Kotz and N. L. Johnson ( Eds.), Encyclopedia of statistical sciences (vol. 5, pp. 217–221). New York, NY: Wiley.
   Google Scholar
• Masteralexis, L. P., Barr, C. A., & Hums, M. A. (2009). Principles and practices of sport management (3rd ed.). Sudbury, MA: Jones and Bartlett Publishers.
   Google Scholar
• Mayer, R. C., Davis, J. H., & Schoorman, D. F. (1995). An integrative model of organizational trust. Academy of Management Review, 20, 709–734.
   Web of Science ®Google Scholar
• McDaniel, S. R. (1999). An investigation of match-up effects in sport sponsorship advertising: The implications of consumer advertising schemes. Psychology and Marketing, 16(2), 163–184.
   Web of Science ®Google Scholar
• Meenaghan, T. (2001). Understanding sponsorship effects. Psychology and Marketing, 19, 95–122.
   Web of Science ®Google Scholar
• Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38.
   Web of Science ®Google Scholar
• Muthén, L. K., & Muthén, O. M. (2008). Mplus (Version 5.2) [Computer software]. Los Angeles, CA: Authors.
   Google Scholar
• Nicholls, J., Roslow, S., & Laskey, H. (1994). Sports event sponsorship for brand promotion. Journal of Applied Business Research, 10(4), 35–40.
   Google Scholar
• Novick, M. R., & Lewis, C. (1967). Coefficient alpha and the reliability of composite measurement. Psychometrika, 22, 173–184.
   Google Scholar
• Osburn, H. G. (2000). Coefficient alpha and related internal consistency reliability coefficients. Psychological Methods, 5, 343–355.
   PubMed Web of Science ®Google Scholar
• Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors influencing the effectiveness of relationship marketing: A meta-analysis. Journal of Marketing, 70(4), 136–153.
   Web of Science ®Google Scholar
• Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41–50.
   Web of Science ®Google Scholar
• Pham, M. T., & Johar, G. V. (2001). Market prominence biases in sponsor identification: Processes and consequentiality. Psychology and Marketing, 18, 123–143.
   Web of Science ®Google Scholar
• Pritchard, M. P., Havitz, M. E., & Howard, D. R. (1999). Analyzing the commitment-loyalty link in service contexts. Journal of the Academy of Marketing Science, 27, 333–348.
   Web of Science ®Google Scholar
• Raykov, T. (1997). Estimation of composite reliability for congeneric measures. Applied Psychological Measurement, 21, 173–184.
   Web of Science ®Google Scholar
• Raykov, T. (2001). Estimation of congeneric scale reliability using covariance structure analysis with nonlinear constraints. British Journal of Mathematical and Statistical Psychology, 9, 315–323.
   Web of Science ®Google Scholar
• Rifon, N. J., Choi, S. M., Trimble, C. S., & Li, H. (2004). Congruence effects in sponsorship: The mediating role of sponsor credibility and consumer attributions of sponsor motive. Journal of Advertising, 33(1), 29–42.
   Web of Science ®Google Scholar
• Rodgers, S. (2004). The effect of sponsor relevance on consumer reactions to Internet sponsorships. Journal of Advertising, 32(4), 67–76.
   Web of Science ®Google Scholar
• Ruth, J. A., & Simonin, B. L. (2003). Brought to you by brand A and brand B: Investigating multiple sponsors’ influence on consumer attitudes toward sponsorship events. Journal of Advertising, 32(3), 19–30.
   Web of Science ®Google Scholar
• Sabri, M. F., MacDonald, M., Masud, J., Paim, L., Hira, T. K., & Othman, M. A. (2008). Financial behavior and problems among college students in Malaysia: Research and education implication. Consumer Interests Annual, 54, 166–170.
   Google Scholar
• Satorra, A., & Bentler, P. M. (1994). Corrections to test statistics and standard errors in covariance structure analysis. In A. von Eye & C. C. Clogg ( Eds.), Latent variables analysis: Applications for developmental research ( pp. 399–419). Newbury Park, CA: Sage.
   Google Scholar
• Satorra, A., & Bentler, P. M. (2001). A scaled difference chi-square statistics for moment structure analysis. Psychometrika, 66, 507–514.
   Web of Science ®Google Scholar
• Shimp, T. A. (1981). Attitude toward the ad as a mediator of consumer brand choice. Journal of Advertising, 10(2), 9–15.
   Google Scholar
• Shimp, T. A. (2013). Advertising promotion and other aspects of integrated marketing communications. Mason, OH: South-Western Cenage Learning.
   Google Scholar
• Simmons, C. J., & Becker-Olsen, K. L. (2006). Achieving marketing objectives through social sponsorship. Journal of Marketing, 70(4), 154–169.
   Web of Science ®Google Scholar
• Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66(1), 15–37.
   Web of Science ®Google Scholar
• Smidts, A., Pruyn, AD Th. H., & van Riel, C.B.M. (2001). The impact of employee communication and perceived external prestige on organizational identification. Academy of Management Journal, 49, 1051–1062.
   Web of Science ®Google Scholar
• Speed, R., & Thompson, P. (2000). Determinants of sports sponsorship response. Journal of the Academy of Marketing Science, 28(2), 226–238.
   Web of Science ®Google Scholar
• SPSS, Inc. (2007). SPSS (Version 16.0) [Computer software]. Chicago, IL: SPSS.
   Google Scholar
• Steiger, J. H. (1990). Structural model evaluation and modification: An internal estimation approach. Multivariate Behavioral Research, 25, 173–180.
   PubMed Web of Science ®Google Scholar
• Stipp, H., & Schiavone, N. P. (1996). Modeling the impact of Olympic sponsorship on corporate image. Journal of Advertising Research, 36, 22–28.
   Web of Science ®Google Scholar
• Thomson, M., MacInnis, D. J., & Park, C. W. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology, 15, 77–91.
   Web of Science ®Google Scholar
• Tripodi, J. A. (2001). Sponsorship: A confirmed weapon in the promotional armory. International Journal of Sports Marketing and Sponsorship, 3, 1–20.
   Google Scholar
• Urriolagoitia, L., & Vernis, A. (2011). May the economic downturn affect corporate philanthropy? Exploring the contribution trends in Spanish and U.S. companies. Nonprofit and Voluntary Sector Quarterly, 20(10), 1–27. Retrieved from http://nvs.sagepub.com/content/early/2011/08/19/0899764011417719.full.pdf+html
   Google Scholar
• Walliser, B. (2003). An international review of sponsorship research: Extension and update. International Journal of Advertising, 22, 5–40.
   Google Scholar
• Weigelt, K., & Camerer, C. (1988). Reputation and corporate strategy: A review of recent theory and applications. Strategic Management Journal, 9, 443–454.
   Web of Science ®Google Scholar
• Weston, R., & Gore, P. A., Jr. (2006). A brief guide to structural equation modelling. The Counseling Psychologist, 34, 719–751.
   Web of Science ®Google Scholar
• Wolverton, B. (2007, July). The athletics department of the future. The Chronicle of Higher Education. Retrieved from http://www.csun.edu/pubrels/clips/July07/07-16-07Q.pdf
   Google Scholar
• Yoon, E. S., Guffey, H. J., & Kijewski, V. (1993). The effects of information and company reputation on intentions to buy a business service. Journal of Business Research, 27, 215–228.
   Web of Science ®Google Scholar
• Zeithaml, V., & Bitner, M. J. (1996). Service marketing. New York, NY: McGraw-Hill.
   Google Scholar