IDEAS home Printed from https://ideas.repec.org/a/taf/jgsmks/v32y2022i2p252-268.html
   My bibliography  Save this article

The relationship between sponsorship objectives and sport team reputation among sponsor companies: An exploratory study focusing on sponsors of a Japanese professional women’s volleyball club

Author

Listed:
  • Shohei Takamatsu

Abstract

This study explored the relationship between sponsorship objectives and sport team reputation from the perspective of companies. Our data were based on a questionnaire sent to sponsors of Victorina Himeji, which is a professional women’s volleyball club in Japan. One hundred ninety-four companies completed a survey about sponsorship objectives, sport team reputation, and sponsorship satisfaction. We conducted factor analysis, cluster analysis, t-test, and a two-way analysis of variance to examine the research questions. The results demonstrated that sponsorship objectives were composed of three factors (marketing objectives, corporate objectives, and team involvement). They were classified into a “highly valued” cluster and a “lowly valued” cluster. The t-test showed that the “highly valued” cluster was significantly higher than the “lowly valued” cluster in all variables except for spectator-orientation. Furthermore, comparing sport team reputation of each cluster with sponsorship satisfaction showed that the more satisfied the sponsorship of both clusters, the higher the sport team reputation. This study concludes that sponsorship objectives are important for both sponsors and sport teams.

Suggested Citation

  • Shohei Takamatsu, 2022. "The relationship between sponsorship objectives and sport team reputation among sponsor companies: An exploratory study focusing on sponsors of a Japanese professional women’s volleyball club," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 32(2), pages 252-268, April.
    • Handle: RePEc:taf:jgsmks:v:32:y:2022:i:2:p:252-268
    DOI: 10.1080/21639159.2021.1914128
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/21639159.2021.1914128
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/21639159.2021.1914128?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Tien-Chin Wang & Tsai-Yun Huang & Chien-Hui Lee, 2023. "Exploring the Preference of Corporations for Sponsorship Motives and the Impact of Sponsorship Motives on Sponsoring Intention in Post-Epidemic Era: Using Two Different Approaches—FPR and SEM," Sustainability, MDPI, vol. 15(10), pages 1-22, May.
    2. Abed Mahmoudian & Saeed Sadeghi Boroujerdi & Yong Jae Ko & Vahid Delshab, 2024. "The Impact of Perceived Team Reputation on Team Identification in the Context of European Football League Teams," Corporate Reputation Review, Palgrave Macmillan, vol. 27(1), pages 70-85, February.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:jgsmks:v:32:y:2022:i:2:p:252-268. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/RGAM20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.