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The effect of perceived motivation of sports sponsorship: Evidence from basketball fans

Author

Listed:
  • Konstantinios Koronios

    (Department of Sport Management, University of Peloponnese, E.S. Valioti & Plataion, 23100 Sparti)

  • Marina Psiloutsikou

    (School of Business, Athens University of Economics and Business, 76 Patission Street, 10434, Athens, Greece)

  • Athanasios Kriemadis

    (Department of Sport Management, University of Peloponnese, E.S. Valioti & Plataion, 23100, Sparti)

  • Petros Kolovos

    (Department of Nursing, University of Peloponnese, E.S. Valioti & Plataion, 23100, Sparti)

Abstract

Purpose – The purpose of this study is to single out the key variables in the sport sponsorship relationship, and more specifically to examine the impact of Team Achievement, Sponsor Recognition and Sponsor Altruism on two major behavioural outcomes, fans’ purchase intention and word of mouth communication. Design/methodology/approach – A quantitative method was adopted for the scope of this research and questionnaires were collected from fans of a prominent Greek basketball team. A total of 801 questionnaires were collected and interpreted by means of SPSS. Findings – The proposed model was supported by the empirical evidence. All (with the exception of one) research hypotheses were confirmed, either fully or partially (all or some of the distinct dimensions of our independent variables have a significant effect on all or some of the distinct dimensions of the dependent variables). Research limitations/implications –The sample used was predominantly individuals highly involved in the sports club and in basketball in general. As a result, the overall accuracy of the identified sponsors may have been different in case of a different population o sample, not so familiar with these two factors. Furthermore, the fact that the results came from only one type of sport and also from sport fans of a specific club, makes their generalization more sensitive. Originality/value – This research tests an integrated sponsorship model, well known in the respective literature. Nevertheless, the results draw not on the general opinions of fans regarding sponsors but on their opinion about the actual sponsors of the team they support.

Suggested Citation

  • Konstantinios Koronios & Marina Psiloutsikou & Athanasios Kriemadis & Petros Kolovos, 2016. "The effect of perceived motivation of sports sponsorship: Evidence from basketball fans," International Journal of Business and Economic Sciences Applied Research (IJBESAR), International Hellenic University (IHU), Kavala Campus, Greece (formerly Eastern Macedonia and Thrace Institute of Technology - EMaTTech), vol. 9(2), pages 33-45, June.
    • Handle: RePEc:tei:journl:v:9:y:2016:i:2:p:33-45
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    References listed on IDEAS

    as
    1. Cousens, Laura & Babiak, Kathy & Bradish, Cheri L., 2006. "Beyond Sponsorship: Re-Framing Corporate-Sport Relationships," Sport Management Review, Elsevier, vol. 9(1), pages 1-23, May.
    2. Reinhard Grohs & Udo Wagner & Sabine Vsetecka, 2004. "Assessing The Effectiveness Of Sport Sponsorships – An Empirical Examination," Schmalenbach Business Review (sbr), LMU Munich School of Management, vol. 56(2), pages 119-138, April.
    3. Bibby, David N., 2011. "Sponsorship portfolio as brand image creation strategies: A commentary essay," Journal of Business Research, Elsevier, vol. 64(6), pages 628-630, June.
    4. Farrelly, Francis & Quester, Pascale & Greyser, Stephen A., 2005. "Defending the Co-Branding Benefits of Sponsorship B2B Partnerships: The Case of Ambush Marketing," Journal of Advertising Research, Cambridge University Press, vol. 45(3), pages 339-348, September.
    5. Cornwell, T. Bettina & Coote, Leonard V., 2005. "Corporate sponsorship of a cause: the role of identification in purchase intent," Journal of Business Research, Elsevier, vol. 58(3), pages 268-276, March.
    6. Chen, Kenneth K. & Zhang, James J., 2011. "Examining consumer attributes associated with collegiate athletic facility naming rights sponsorship: Development of a theoretical framework," Sport Management Review, Elsevier, vol. 14(2), pages 103-116, May.
    7. Kenneth K. Chen & James J. Zhang, 2011. "Examining consumer attributes associated with collegiate athletic facility naming rights sponsorship: Development of a theoretical framework," Sport Management Review, Taylor & Francis Journals, vol. 14(2), pages 103-116, April.
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    Cited by:

    1. Agostino Sorbara, 2021. "Promotion Processes and Sponsorship Strategies in the Marketing of a Sports Organization," International Journal of Finance, Insurance and Risk Management, International Journal of Finance, Insurance and Risk Management, vol. 11(2), pages 91-101.

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    More about this item

    Keywords

    Sponsorship; sports; sponsor recognition; purchase intention; word of mouth communication;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • Z20 - Other Special Topics - - Sports Economics - - - General

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