Sport sponsorship, team support and purchase intentions

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Smith, Aaron C. T, Graetz, B and Westerbeek, Hans (2008) Sport sponsorship, team support and purchase intentions. Journal of Marketing Communications, 14 (5). pp. 387-404. ISSN 1352-7266 (print) 1466-4445 (online)

Abstract

This research assessed the influence of team support and perception of sponsors on the purchase intentions of sport consumers. In a case study of a not‐for‐profit, membership‐based Australian professional football club, 1647 respondents reported their perceptions of team support, sponsor integrity and purchase intentions for the sponsor's products. Results revealed that the key pathway to purchase intention is associated with fan passion and a perception of sponsor integrity. This implies that the best mechanism for sponsor return on investment comes in the form of activities to bolster both passion for the team and perceptions of sponsor integrity.

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Item type Article
URI https://vuir.vu.edu.au/id/eprint/7990
DOI https://doi.org/10.1080/13527260701852557
Official URL http://dx.doi.org/10.1080/13527260701852557
Subjects Historical > FOR Classification > 1505 Marketing
Historical > Faculty/School/Research Centre/Department > Institute of Sport, Exercise and Active Living (ISEAL)
Keywords ResPubID22027. consumer behaviour, sport sponsorship, purchase intention, sports marketing, football, Australia
Citations in Scopus 42 - View on Scopus
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