Sport sponsorship: The relationship between team loyalty, sponsorship awareness, attitude toward the sponsor, and purchase intentions

Rui Biscaia, Abel Correia, Antonio Fernando Rosado, Stephen D. Ross, João Maroco

Research output: Contribution to journalArticle

81 Scopus citations

Abstract

Sponsorship studies have generally been focused on attitudinal measures of fan loyalty to understand the reactions to abstract sponsors. This study examines the relationships between both attitudinal and behavioral loyalty with sponsorship awareness, attitude toward two actual sponsors, and purchase intentions. Data were collected among fans of a professional soccer team, and the results of a structural equation model provide evidence that attitudinal loyalty impacts theattitude toward both sponsors and purchase intentions. Behavioral loyalty influences sponsorship awareness, and impacts differently the attitude and purchase intentions toward each sponsor. Sponsorship awareness influences significantly theattitude toward both sponsors, while the attitude toward the sponsor was the strongest predictor of purchase intentions.These findings highlight the importance of examining actual sponsors and suggest managerial implications, such as the need for sponsors to help attract fans to the stadium and to design additional activation strategies to improve sponsorship value.

Original languageEnglish (US)
Pages (from-to)288-302
Number of pages15
JournalJournal of Sport Management
Volume27
Issue number4
DOIs
StatePublished - 2013

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