Article2009

The relationships between team attributes, team identification and sponsor image

66 citations0/0 files storedInternational Journal of Sports Marketing and Sponsorship

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Consumer Behavior in Brand Consumption and Identification Sports, Gender, and Society Sport and Mega-Event Impacts

Abstract

This study tested the paths of a structural model that was conceptualised by hypothesising that team attributes affect team identification, which in turn plays a mediating role in sponsor identification and image transfer from event to sponsor. A questionnaire adapted items from relevant constructs in past research and responses were collected from 991 conveniently sampled fans of professional soccer teams in Korea. Data analysis using the SPSSWIN statistical program (v. 12.0) and the AMOS structural modelling program (v. 4.0) found that the data fitted the conceptualised structural model.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1951Coefficient Alpha and the Internal Structure of Tests 1988On the Evaluation of Structural Equation Models 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1992Alumni and their alma mater: A partial test of the reformulated model of organizational identification 1989Social Identity Theory and the Organization 1994Organizational Images and Member Identification 1983Human Groups and Social Categories: Studies in Social Psychology.

Cited by

2012The effects of sports sponsorship: A review and research agenda 2022Sponsorship image and value creation in E-sports 2013Measuring the Effects of Event Sponsorship: Theoretical Frameworks and Image Transfer Models 2018Sponsorship antecedents and outcomes in participant sport settings 2013Measuring effects of naming-rights sponsorships on college football fans’ purchasing intentions 2020Is there a relationship between spectator sports consumptionand life satisfaction?

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