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Does sponsorship pay off? An examination of the relationship between investment in sponsorship and business performance

Jonathan A Jensen (Adjunct Professor, Columbia College Chicago, 618 S. Michigan Avenue, Suite 700, Chicago, IL 60605, USA)
Anne Hsu (Account Director, Relay Worldwide, 375 Hudson Street, 13th Floor, New York, NY 10014)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 July 2011

774

Abstract

This study examines the mediating role of Overall Service Quality in the service quality-customer satisfaction relationship in the context of professional football. Quantitative data were collected from a survey of 415 spectators attending a professional football game in Greece. A confirmatory factor analysis (CFA) was employed to examine the validity of the scale. Multiple regression analyses was used to assess the mediation effect of Overall Service Quality. Results of the CFA and alpha test supported the psychometric property of the scale. Overall Service Quality was shown to mediate the relationship between the five dimensions of service quality and fans' satisfaction.

Keywords

Citation

Jensen, J.A. and Hsu, A. (2011), "Does sponsorship pay off? An examination of the relationship between investment in sponsorship and business performance", International Journal of Sports Marketing and Sponsorship, Vol. 12 No. 4, pp. 72-84. https://doi.org/10.1108/IJSMS-12-04-2011-B006

Publisher

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Emerald Group Publishing Limited

Copyright © 2011 by Winthrop Publications Limited

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