Content area
Full text
Keywords Sport, Marketing, Sponsorship, Social market economy, Consumer behaviour
Abstract This study examines the impact of fan identification on four distinct sponsorship outcomes: sponsor recognition, attitude toward the sponsor, sponsor patronage, and satisfaction with the sponsor. In addition, consistent with the identification literature we investigate the antecedents of prestige, domain involvement, and fan associations for predicting fan identification among sports spectators. Utilizing structural equation modeling the findings support the premise that highly identified fans are more likely to exhibit the investigated sponsorship outcomes. In addition, we found that the investigated antecedents may aid in predicting fan identification. Our findings are discussed, managerial implications presented, and future, research directions provided.
An executive summary for managers and executive readers can be found at the end of this article
Modern sponsorship has moved from primarily a philanthropic activity to mutually advantageous business arrangements between sponsors and the sponsored (Abratt et al., 1987). The objectives being sought by sponsoring organizations are focusing more and more on exploitable commercial potential and bottom-line results (Cornwell, 1995; Hoek et al., 1993; 1997; Irwin and Sutton, 1994; Marshall and Cook, 1992; Wilson, 1997), and less on altruism or a sense of social responsibility without expectation of return. With this recognition comes an increased significance on identifying attitudinal and tangible behavioral outcomes to sponsorship efforts (Hoek et al., 1993). Despite the growth and recognized importance of sponsorship activities, academic research in this area has to date been limited (Cornwell and Maignan, 1998; Speed and Thompson, 2000).
Sport is a natural area for sponsorship as it can carry very strong images, has a mass international audience, and appeals to all classes (Abratt et al., 1987; Ferrand and Pages, 1996). The importance of sports can be seen in the increasing amounts of money paid for broadcast rights to events such as the Olympics and the NCAA basketball tournament, as well as the growth in the number of sports-oriented radio talk shows and sports oriented television networks such as the 24-hour Entertainment and Sports Programming Network (ESPN). Not only will sports sponsorship continue to be a popular and growing form of marketing (Lucas, 1996), but: ...sport generates fanship that is more intense, more obtrusive, and more enduring than it is for other forms of entertaining...