Article2013

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

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

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Sports, Gender, and Society

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.

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References

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2018The Influence of Emotions on Game and Service Satisfaction and Behavioral Intention in Winning and Losing Situations: Moderating Effect of Indentification with the Team 2019The effects of emotions on cognitive effort while processing mediated stadium-embedded advertising: A dynamic motivational systems approach 2015The Impact of Fan Identification, Purchase Intentions, and Sponsorship Awareness on Sponsors’ Share of Wallet 2019

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