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The effects of sport involvement, sponsor awareness and corporate image on intention to purchase sponsors' products

Yong Jae Ko (Assistant Professor, Sport Management Programme, University of Florida, 186A Florida Gym, PO Box 118208, Gainesville, FL 32611-8208)
Kyoungtae Kim (Independent writer)
Cathryn L Claussen (Associate Professor Sport Management Programme, Washington State University)
Tae Hee Kim (PhD candidate, School of Sport Science Sungkyunkwan University, South Korea)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 January 2008

3041

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

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Emerald Group Publishing Limited

Copyright © 2008 by Winthrop Publications Limited

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