The role of gratitude in sponsorship: the case of participant sports

Abstract

This paper proposes a framework that focuses on instilling feelings of gratitude within consumers. Participant sports events are often funded largely by sponsorship revenues, and their consumer base is considered to represent an identifiably unique market. These conditions are argued to be favourable for integrating a gratitude framework. A model is presented that depicts gratitude as a mediating mechanism within a reciprocal relationship between the sponsor and the consumers. It includes purchase intentions as the behavioural outcome of gratitude. The findings suggest that incorporating feelings of gratitude may prove to be advantageous for potential sponsors within the participant sports industry.

Citation

Kim, Y.K., Smith, R. and James, J.D. (2010), "The role of gratitude in sponsorship: the case of participant sports", International Journal of Sports Marketing and Sponsorship, Vol. 12 No. 1, pp. 48-70. https://doi.org/10.1108/IJSMS-12-01-2010-B006