Buying a sponsor’s brand : the role of affective commitment to the sponsored team
Lings, Ian & Owen, Kate (2007) Buying a sponsor’s brand : the role of affective commitment to the sponsored team. In Proceedings of Academy of Marketing Conference 2007, Kingston University, Royal Holloway Conference Centre, Kingston University, Surrey.
Sponsorship is increasingly important in a firm’s communication mix. Research to date has focused on the impact of sponsorship on brand awareness and its subsequent consequences for image congruency and consumer attitudes towards sponsors’ brands. A lesser studied area is the effect of sponsorship on consumers’ purchase intentions and behaviours. We argue that existing models of sponsorship driven purchase behaviour fail to account for affective commitment, which mediates relationship between affiliation with the team and social identification with the team. We propose a modified framework describing the effect of sponsorship on purchase intentions in the context of low and high performing sports teams. The framework is tested using structural equations modelling; employing PLS estimation and data collected via online survey of AFL chat room participants. Results confirm the role of affective commitment in sport sponsorship purchase intentions and indicate that team success has a significant influence on fans’ purchase behaviours.
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|Item Type:||Conference Paper|
|Keywords:||Consumer Behaviour, Sponsorship, sports marketing, structural equations modelling, PLS analysis|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2007 [please consult the authors]|
|Deposited On:||01 Apr 2010 07:59|
|Last Modified:||11 Aug 2011 02:40|
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