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The Effects of Attitudes Toward Commercialization on College Students' Purchasing Intentions of Sponsors' Products

Zhang, Zhu and Won, Doyeon and Pastore, Donna (2005) The Effects of Attitudes Toward Commercialization on College Students' Purchasing Intentions of Sponsors' Products. Sport Marketing Quarterly, 14 (3). pp. 177-187. ISSN 1061-6934

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Abstract

This study investigated the effects of college students' attitudes toward commercialization and their psychological attachment to an intercollegiate athletic program on their purchasing intentions of sponsors' products. The relationships between attitudes toward commercialization and psychological attachment were also examined. Data were collected from college students (N = 124) of a large Midwest University. A series of hierarchical regression analysis revealed that attitudes toward commercialization and psychological attachment together explained 28 percent of the variance in purchasing intentions; attitudes toward commercialization uniquely explained 12 percent of the variance in purchasing intentions after controlling for psychological attachment. However, of the three subdimensions of psychological attachment, only team identification was significantly associated with purchasing intentions while team commitment and school identification did not have significant effects on purchasing intentions. In addition, our study found an interaction effect between team identification and attitudes towards commercialization on purchasing intentions.

Item Type: Article
Uncontrolled Keywords: ResPubID8426; college students' attitudes, sponsors' products
Subjects: FOR Classification > 1505 Marketing
Faculty/School/Research Centre/Department > School of Sport and Exercise Science
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Depositing User: VUIR
Date Deposited: 20 Apr 2012 05:53
Last Modified: 20 Apr 2012 05:53
URI: http://vuir.vu.edu.au/id/eprint/2885
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