The mediating role of relationship quality impacted sponsorship effects on perceived economic value

The mediating role of relationship quality impacted sponsorship effects on perceived economic value

Wilson, B and Henseler, J 2006, 'The mediating role of relationship quality impacted sponsorship effects on perceived economic value', in Ali, Y and van Dressel, M (ed.) Australian New Zealand Marketing Academy Conference (ANZMAC) proceedings 2006, Brisbane, Australia, 4-6 December 2006, pp. 1-9.

Document type:	Conference Paper
Collection:	Conference Papers

Title	The mediating role of relationship quality impacted sponsorship effects on perceived economic value
Author(s)	Wilson, B Henseler, J
Year	2006
Conference name	Australian New Zealand Marketing Academy Conference (ANZMAC)
Conference location	Brisbane, Australia
Conference dates	4-6 December 2006
Proceedings title	Australian New Zealand Marketing Academy Conference (ANZMAC) proceedings 2006
Editor(s)	Ali, Y and van Dressel, M
Publisher	Queensland University of Technology
Place of publication	Brisbane, Australia
Start page	1
End page	9
Total pages	9
Abstract	This paper illustrates how sponsorship managers view the impact of sponsorship activities on the perceived economic value derived from the sponsorship. Sport sponsorship has become a very popular strategy to drive a brand's image and awareness. We investigate a model where the quality of customer relationships is posited as a mediator influencing the perceived economic value derived from a sponsorship. A test for mediation was utilised to determine the appropriateness of relationship quality being a mediator. Managers concerned with sponsoring football (soccer) clubs in the Netherlands were surveyed. A second-order formative sport sponsorship index (SSI) was constructed. Results reveal that sport sponsorship influences relationship quality which ultimately impacts the perceived economic value of a sponsorship. These results complement a larger structural model investigation on the role of different constructs (brand equity, perceived fit) either acting as mediators or moderators of sport sponsorship and its derived perceived economic value.
Subjects	Information Systems not elsewhere classified
Keyword(s)	sponsorship brand equity perceived economic value partial least squares
Copyright notice	©2006
ISBN	9781741071597

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