Sport sponsorship, team support and purchase intentions

Smith, A, Graetz, B and Westerbeek, H 2008, 'Sport sponsorship, team support and purchase intentions', Journal of Marketing Communications, vol. 14, no. 5, pp. 387-404.

Document type: Journal Article
Collection: Journal Articles

Title Sport sponsorship, team support and purchase intentions
Author(s) Smith, A
Graetz, B
Westerbeek, H
Year 2008
Journal name Journal of Marketing Communications
Volume number 14
Issue number 5
Start page 387
End page 404
Total pages 18
Publisher Routledge
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.
Subject Sport and Leisure Management
Copyright notice © 2008 Taylor & Francis.
ISSN 1352-7266
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