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Quantifying the effect of sponsor awareness and image on the sports involvement–purchase intention relationship

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  • Catherine Bachleda
  • Ahlam Fakhar
  • Zineb Elouazzani

Abstract

•Study quantifies the indirect effect of sponsor image and sponsor awareness on the involvement purchase intention relationship, using a multiple mediation model.•Results revealed that whilst image was an effective mediator on the involvement and purchase intention relationship, awareness acted as a suppressor.•Moreover, the ratio of indirect effect to total effect indicated that sponsor image accounts for 90% of the total effect of involvement on purchase intention.•These findings should assist sponsors and sport event managers to capitalize on sponsorship opportunities more effectively.Despite the exponential growth of corporate expenditure on sponsorship, to date there has been little exploration of the degree to which sports involvement influences purchase intention of sponsor products and how much of this effect can actually be ascribed to an indirect effect through sponsor image and sponsor awareness. Using a multiple mediation model, this research explored the mediational role of sponsor awareness and sponsor image in the sports involvement–purchase intention relationship. Results revealed that while sponsor image is an effective mediator of the sports involvement and purchase intention relationship, sponsor awareness acts as a suppressor. Moreover, per the ratio of indirect effect to total effect, sponsor image accounts for 90% of the total effect of sports involvement on purchase intention. These findings should assist sponsors and sport event managers to capitalize on sponsorship opportunities more effectively.

Suggested Citation

  • Catherine Bachleda & Ahlam Fakhar & Zineb Elouazzani, 2016. "Quantifying the effect of sponsor awareness and image on the sports involvement–purchase intention relationship," Sport Management Review, Taylor & Francis Journals, vol. 19(3), pages 293-305, July.
    • Handle: RePEc:taf:rsmrxx:v:19:y:2016:i:3:p:293-305
    DOI: 10.1016/j.smr.2015.08.001
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    Cited by:

    1. Boban Melovic & Suncica Rogic & Julija Cerovic Smolovic & Branislav Dudic & Michal Gregus, 2019. "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," Sustainability, MDPI, vol. 11(22), pages 1-16, November.
    2. Büyükdağ, Naci & Soysal, Ayşe Nur & Ki̇tapci, Olgun, 2020. "The effect of specific discount pattern in terms of price promotions on perceived price attractiveness and purchase intention: An experimental research," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    3. 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.
    4. Jae-Gu Yu & Yun-Duk Jeong & Suk-Kyu Kim, 2021. "Verifying the Effectiveness of Sports Event Policies for a City’s Sustainable Growth: Focusing on the Multiple Effects," Sustainability, MDPI, vol. 13(6), pages 1-15, March.
    5. 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.
    6. Kleopatra Konstantoulaki & Ioannis Rizomyliotis & Apostolos Giovanis & Vittorio Conti & Christos Kallandranis, 2017. "Sponsoring Sports Teams with Low Media Exposure: An Exploratory Investigation on Small and Medium Sized B2B Firms," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(5), pages 77-94, October.

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