TY - JOUR
T1 - Determinants of consumer attitude toward corporate sponsors
T2 - A comparison between a profit and nonprofit sport event sponsorship
AU - Ko, Yong Jae
AU - Chang, Yonghwan
AU - Park, Chanmin
AU - Herbst, Frikkie
N1 - Publisher Copyright:
Copyright © 2016 John Wiley & Sons, Ltd.
PY - 2017/3/1
Y1 - 2017/3/1
N2 - The purposes of the present study were to identify key attributes of sponsors that positively influence consumers' attitude formation and to examine the moderator role of sport event types (nonprofit vs. profit). Based on the theories of range and selective attention, we hypothesized that consumers weigh differently on particular sponsorship attributes depending on event type (i.e., profit vs. nonprofit) in constructing their attitude. The study utilized multi-group structural equation modeling on data collected by questionnaire survey from a total of 505 spectators of college sport event (n = 303) and FIFA World Cup (n = 202). Results of structural equation modeling test indicate that prominence of sponsors is an important predictor of consumer attitude in both events, while sincerity of sponsors was found to be important in local and amateur college sport event sponsorship. From a theoretical perspective, the current study sheds light on sponsorship study, particularly the importance of examining sponsor characteristics in predicting consumer attitude and the event type as a moderating variable. A key practical implication is that sport managers should carefully examine consumers' perceptions toward sponsor characteristics in making their event sponsorship decisions.
AB - The purposes of the present study were to identify key attributes of sponsors that positively influence consumers' attitude formation and to examine the moderator role of sport event types (nonprofit vs. profit). Based on the theories of range and selective attention, we hypothesized that consumers weigh differently on particular sponsorship attributes depending on event type (i.e., profit vs. nonprofit) in constructing their attitude. The study utilized multi-group structural equation modeling on data collected by questionnaire survey from a total of 505 spectators of college sport event (n = 303) and FIFA World Cup (n = 202). Results of structural equation modeling test indicate that prominence of sponsors is an important predictor of consumer attitude in both events, while sincerity of sponsors was found to be important in local and amateur college sport event sponsorship. From a theoretical perspective, the current study sheds light on sponsorship study, particularly the importance of examining sponsor characteristics in predicting consumer attitude and the event type as a moderating variable. A key practical implication is that sport managers should carefully examine consumers' perceptions toward sponsor characteristics in making their event sponsorship decisions.
UR - http://www.scopus.com/inward/record.url?scp=84990878478&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84990878478&partnerID=8YFLogxK
U2 - 10.1002/cb.1622
DO - 10.1002/cb.1622
M3 - Article
AN - SCOPUS:84990878478
SN - 1472-0817
VL - 16
SP - 176
EP - 186
JO - Journal of Consumer Behaviour
JF - Journal of Consumer Behaviour
IS - 2
ER -