IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v130y2021icp295-307.html
   My bibliography  Save this article

Strategic sport sponsorship management – A scale development and validation

Author

Listed:
  • Koronios, Konstantinos
  • Vrontis, Demetris
  • Thrassou, Alkis

Abstract

Despite the significant increment in sport sponsorship and the affirmation of its strategically vital nature, extant research has confined its focus to narrow strategic goals, which organizations plan to accomplish from their sponsorship actions. Consequently, truly little attention has been paid to sponsorship’s viability as a vehicle for wider strategic aims and contexts. However, efficiently resourced sponsorships can generate a lasting competitive advantage in the “market” for sponsorships, which naturally bestows a competitive advantage and higher performance in product markets. The aim of this research is to develop and validate the Strategic Sport Sponsorship Scale (SSSES) and, towards this, a sum of 3,434 questionnaires were gathered and examined by means of SPSS and AMOS. The reliability and validity of the developed dimensions of sponsorship efficacy were substantiated by the practical examination of a theoretical model identifying the structural correlation between the proposed variables.

Suggested Citation

  • Koronios, Konstantinos & Vrontis, Demetris & Thrassou, Alkis, 2021. "Strategic sport sponsorship management – A scale development and validation," Journal of Business Research, Elsevier, vol. 130(C), pages 295-307.
    • Handle: RePEc:eee:jbrese:v:130:y:2021:i:c:p:295-307
    DOI: 10.1016/j.jbusres.2021.03.031
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296321001934
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2021.03.031?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.

    References listed on IDEAS

    as
    1. Brad Hill & B. Christine Green, 2000. "Repeat Attendance as a Function of Involvement, Loyalty, and the Sportscape Across Three Football Contexts," Sport Management Review, Taylor & Francis Journals, vol. 3(2), pages 145-162, July.
    2. Koo, Jakeun & Lee, Younghan, 2019. "Sponsor-event congruence effects: The moderating role of sport involvement and mediating role of sponsor attitudes," Sport Management Review, Elsevier, vol. 22(2), pages 222-234.
    3. Jakeun Koo & Younghan Lee, 2019. "Sponsor-event congruence effects: The moderating role of sport involvement and mediating role of sponsor attitudes," Sport Management Review, Taylor & Francis Journals, vol. 22(2), pages 222-234, April.
    4. Bearden, William O & Hardesty, David M & Rose, Randall L, 2001. "Consumer Self-Confidence: Refinements in Conceptualization and Measurement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(1), pages 121-134, June.
    5. Cliffe, Simon J. & Motion, Judy, 2005. "Building contemporary brands: a sponsorship-based strategy," Journal of Business Research, Elsevier, vol. 58(8), pages 1068-1077, August.
    6. Peluso, Alessandro M. & Rizzo, Cristian & Pino, Giovanni, 2019. "Controversial sports sponsorships: Effects of sponsor moral appropriateness and self-team connection on sponsored teams and external benefit perceptions," Journal of Business Research, Elsevier, vol. 98(C), pages 339-351.
    7. Jensen, Jonathan A. & Cobbs, Joe B. & Turner, Brian A., 2016. "Evaluating sponsorship through the lens of the resource-based view: The potential for sustained competitive advantage," Business Horizons, Elsevier, vol. 59(2), pages 163-173.
    8. Iain M. Cockburn & Rebecca M. Henderson & Scott Stern, 2000. "Untangling the origins of competitive advantage," Strategic Management Journal, Wiley Blackwell, vol. 21(10‐11), pages 1123-1145, October.
    9. C. K. Prahalad & Gary Hamel, 1994. "Strategy as a field of study: Why search for a new paradigm?," Strategic Management Journal, Wiley Blackwell, vol. 15(S2), pages 5-16, June.
    10. Hill, Brad & Christine Green, B., 2000. "Repeat Attendance as a Function of Involvement, Loyalty, and the Sportscape Across Three Football Contexts," Sport Management Review, Elsevier, vol. 3(2), pages 145-162, November.
    Full references (including those not matched with items on IDEAS)

    Citations

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


    Cited by:

    1. Vanessa Ratten, 2024. "Artificial Intelligence, Digital Trends and Globalization: Future Research Trends," FIIB Business Review, , vol. 13(3), pages 286-293, May.
    2. Gill, Seerat Kaur & Dhir, Amandeep & Singh, Gurparkash & Vrontis, Demetris, 2022. "Transformative Quality in Higher Education Institutions (HEIs): Conceptualisation, scale development and validation," Journal of Business Research, Elsevier, vol. 138(C), pages 275-286.
    3. Qi, Yufei & Sajadi, S. Mohammad & Baghaei, S. & Rezaei, R. & Li, Wei, 2024. "Digital technologies in sports: Opportunities, challenges, and strategies for safeguarding athlete wellbeing and competitive integrity in the digital era," Technology in Society, Elsevier, vol. 77(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kang, Taeahn & Matsuoka, Hirotaka, 2023. "The negative effect of CSR-CSI domain overlap in CSR-linked sport sponsorship," Journal of Business Research, Elsevier, vol. 156(C).
    2. Jong-Woo Jun & Jun-Hyuk Cho & Ji-Hoon Lee, 2021. "Why Do Koreans Love Ethnic Players in the MLB? A Focus on Ethnic Identity and Player Identification," Sustainability, MDPI, vol. 13(23), pages 1-10, November.
    3. Luiza Ossowska & Dariusz Kloskowski & Dorota Janiszewska, 2024. "The Rural Sport Event—The Atmosphere from the Participants’ Perspective," Tourism and Hospitality, MDPI, vol. 5(4), pages 1-16, October.
    4. Marijke Taks & Daichi Oshimi & Nola Agha, 2020. "Other- versus Self-Referenced Social Impacts of Events: Validating a New Scale," Sustainability, MDPI, vol. 12(24), pages 1-22, December.
    5. Funk, Daniel C. & James, Jeffrey D., 2004. "The Fan Attitude Network (FAN) Model: Exploring Attitude Formation and Change among Sport Consumers," Sport Management Review, Elsevier, vol. 7(1), pages 1-26, May.
    6. Murray, Duncan & Howat, Gary, 2002. "The Relationships among Service Quality, Value, Satisfaction, and Future Intentions of Customers at an Australian Sports and Leisure Centre," Sport Management Review, Elsevier, vol. 5(1), pages 25-43, May.
    7. Christine Green, B., 2001. "Leveraging Subculture and Identity to Promote Sport Events," Sport Management Review, Elsevier, vol. 4(1), pages 1-19, May.
    8. Shin, Jin-ho & Lyu, Seong Ok, 2019. "Using a discrete choice experiment to estimate spectators’ willingness to pay for professional baseball park sportscape," Sport Management Review, Elsevier, vol. 22(4), pages 502-512.
    9. Jaeman Son & Stephen W. Dittmore & Younghwan Choi, 2023. "Understanding the Relationship between Corporate Social Responsibility, Team Identification, and Behavioral Intention with the Mediating Effect of Satisfaction in Korean Professional Baseball League," Sustainability, MDPI, vol. 15(10), pages 1-12, May.
    10. Àngela Elisa Aguiló-Lemoine & Francisco Rejón-Guardia & María Antonia García-Sastre, 2020. "Congruence Effects on the Effectiveness of Sponsorship of Sport Event Websites: An Experimental Approach," Sustainability, MDPI, vol. 12(19), pages 1-17, October.
    11. Jae Seo, Won & Christine Green, B. & Jae Ko, Yong & Lee, Seunghwan & Schenewark, Jarrod, 2007. "The Effect of Web Cohesion, Web Commitment, and Attitude toward the Website on Intentions to Use NFL Teams' Websites," Sport Management Review, Elsevier, vol. 10(3), pages 231-252, November.
    12. Greenwell, T. Christopher & Fink, Janet S. & Pastore, Donna L., 2002. "Assessing the Influence of the Physical Sports Facility on Customer Satisfaction within the Context of the Service Experience," Sport Management Review, Elsevier, vol. 5(2), pages 129-148, November.
    13. Funk, Daniel C. & Ridinger, Lynn L. & Moorman, Anita M., 2003. "Understanding Consumer Support: Extending the Sport Interest Inventory (SII) to Examine Individual Differences among Women's Professional Sport Consumers," Sport Management Review, Elsevier, vol. 6(1), pages 1-31, May.
    14. DeSarbo Wayne S., 2010. "A Spatial Multidimensional Unfolding Choice Model for Examining the Heterogeneous Expressions of Sports Fan Avidity," Journal of Quantitative Analysis in Sports, De Gruyter, vol. 6(2), pages 1-24, April.
    15. Drayer, Joris & Shapiro, Stephen L. & Dwyer, Brendan & Morse, Alan L. & White, Joel, 2010. "The effects of fantasy football participation on NFL consumption: A qualitative analysis," Sport Management Review, Elsevier, vol. 13(2), pages 129-141, May.
    16. Mu-Chen Chen & Chia-Lin Hsu & Mu-Ming Chen, 2019. "How Transportation Service Quality Drives Public Attitude and Image of a Sustainable City: Satisfaction as A Mediator and Involvement as A Moderator," Sustainability, MDPI, vol. 11(23), pages 1-18, December.
    17. T. Bettina Cornwell & Youngbum Kwon, 2020. "Sponsorship-linked marketing: research surpluses and shortages," Journal of the Academy of Marketing Science, Springer, vol. 48(4), pages 607-629, July.
    18. Balogh, Renátó & Bácsné Bába, Éva, 2024. "Motivációs különbségek a magyar futballklubok szurkolói között [Motivational differences between fans of Hungarian football clubs]," Közgazdasági Szemle (Economic Review - monthly of the Hungarian Academy of Sciences), Közgazdasági Szemle Alapítvány (Economic Review Foundation), vol. 0(3), pages 325-343.
    19. Sang Hun Sung & Doo-Seung Hong & Soo Young Sul, 2020. "How We Can Enhance Spectator Attendance for the Sustainable Development of Sport in the Era of Uncertainty: A Re-Examination of Competitive Balance," Sustainability, MDPI, vol. 12(17), pages 1-15, August.
    20. Wayne DeSarbo & Robert Madrigal, 2012. "Exploring the Demand Aspects of Sports Consumption and Fan Avidity," Interfaces, INFORMS, vol. 42(2), pages 199-212, April.

    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:eee:jbrese:v:130:y:2021:i:c:p:295-307. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    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.