The effects of sport involvement, sponsor awareness and corporate image on intention to purchase sponsors' products
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 January 2008
Abstract
This study examined theoretical relationships between key variables of sponsorship effectiveness that include sponsor awareness, corporate image and future purchase intention. Involvement in the sport of soccer was also examined as a key consumer variable. Results suggested that favourable purchase intentions were more likely to occur when consumers held a positive image of the sponsoring companies and had a high level of sports involvement; and that consumers' sports involvement positively influenced sponsor awareness, corporate image and purchase intention.
Keywords
Citation
Ko, Y.J., Kim, K., Claussen, C.L. and Kim, T.H. (2008), "The effects of sport involvement, sponsor awareness and corporate image on intention to purchase sponsors' products", International Journal of Sports Marketing and Sponsorship, Vol. 9 No. 2, pp. 6-21. https://doi.org/10.1108/IJSMS-09-02-2008-B004
Publisher
:Emerald Group Publishing Limited
Copyright © 2008 by Winthrop Publications Limited