Quantifying the effect of sponsor awareness and image on the sports involvement–purchase intention relationship |
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| Institution: | 1. CEREFIGE, University of Lorraine, IUT of Metz, Ile du Saulcy, CS 10628, 57045 Metz Cedex 01, France;2. LABACC and CCMS, Catholic University of Louvain-Mons, 151 chaussée de Binche, 7000 Mons, Belgium;1. Universidad Católica de la Santísima Concepción, Departamento de Administración, Facultad de Ciencias Económicas y Administrativas, Calle Alonso Ribera 2850, Código postal 4090541, Concepción, Chile;3. University of Seville, Business Administration Faculty, Avda. Ramón y Cajal, no 1, 41018 Seville, Spain |
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| Abstract: | 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. |
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| Keywords: | Sports involvement Purchase intention Sponsor awareness Sponsor image |
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