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Consumer Attitudes towards Sponsorship: A Study of a National Sports Event in New Zealand

Nicholas J. Ashill (School of Marketing & International Business, Victoria University of Wellington, PO Box 600, Wellington, New Zealand)
John Davies (School of Business and Public Management, Victoria University, Wellington, New Zealand)
Anthony Joe (School of Business and Public Management, Victoria University, Wellington, New Zealand)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 January 2001

587

Abstract

This study contributes to continuing work on the development of a conceptual framework to better understand sponsorship, consumer response towards sponsorship efforts, and the contribution of sponsorship to customer-based brand equity, by seeking to validate a set of consumer-related attitudes to sponsorship. In particular, the study focuses on establishing the properties of consumer-related attitudinal constructs in the context of sponsorship of an annual national sporting event, the New Zealand Rugby Football Union's National Provincial Championship. Such constructs and their embedded scales will enable sponsorship managers to assess and distinguish consumer reactions to the event itself, to the commercialisation of the event, and to identify the consumer behaviours likely to benefit the sponsor of the event.

Keywords

Citation

Ashill, N.J., Davies, J. and Joe, A. (2001), "Consumer Attitudes towards Sponsorship: A Study of a National Sports Event in New Zealand", International Journal of Sports Marketing and Sponsorship, Vol. 2 No. 4, pp. 21-43. https://doi.org/10.1108/IJSMS-02-04-2001-B004

Publisher

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Emerald Group Publishing Limited

Copyright © 2000 by Winthrop Publications Limited

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