I want to buy more because I feel good: the effect of sport-induced emotion on sponsorship

Abstract

This study examines the impact of sport-induced emotions on spectators' purchase intentions towards event sponsors. Spectators who experience positive emotions evoked by a home team victory are found to exhibit stronger purchase intentions towards sponsors regardless of the sponsor's ability to improve spectator emotions. Those who experience negative emotions following home team defeat show heightened purchase intentions towards sponsors perceived capable of improving their negative feelings. Purchase intention decreases when sponsors cannot assist in upwardly managing the negative feelings of spectators. Theoretical and managerial implications for sponsors of spectator sports are provided.

Citation

Wang, R.T. and Kaplanidou, K. (2013), "I want to buy more because I feel good: the effect of sport-induced emotion on sponsorship", International Journal of Sports Marketing and Sponsorship, Vol. 15 No. 1, pp. 52-66. https://doi.org/10.1108/IJSMS-15-01-2013-B005