Article2012

The purchasing impact of fan identification and sports sponsorship

Michael Chih‐Hung Wang · Megha Jain · Julian Ming-Sung Cheng · George Kyaw‐Myo Aung

50 citations0/0 files storedMarketing Intelligence & Planning

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

Abstract

Purpose The purpose of this paper is to empirically verify the conventional cause‐and‐effect relationship of fan identification and purchase intention in the context of Asian fans when both the sponsoring firm and the sponsored team are Western. The paper also proposes and examines the mediating role of sponsor credibility and attitude towards sponsor in the relationship between fan identification and purchase intention. Design/methodology/approach A field study was conducted in Bangkok, Thailand, where 350 questionnaires were collected from football fans. Findings The findings reveal that, even when both the sponsoring firm and the sponsored sports team are western (i.e. foreign), Asian fans’ identification with the team increases their purchase intention for sponsoring firm's goods. The research also confirms that sponsor credibility and attitude towards sponsors partially mediate the fan identification‐purchase link. Originality/value The paper provides valuable insights into the under‐researched aspect of sports sponsorship, by examining the effect on Asian fans’ purchase intension when both the sponsoring firm and the sponsored sports team are western. Moreover, most of the prior literature on sports sponsorship focuses on the direct effect of fan identification on purchase intention. The current study extends the scope of knowledge on sports sponsorship by focusing on the under‐researched but crucial mediating effects of sponsor credibility and attitude towards sponsor.

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2020Effect of corporate image of the sponsor on brand love and purchase intentions: The moderating role of sports involvement 2019Social responsibility and event-sponsor portfolio fit 2019The Impact of Sport Sponsorship Perceptions and Attitudes on Purchasing Decision of Fans as Consumers—Relevance for Promotion of Corporate Social Responsibility and Sustainable Practices 2016The impacts of fans’ sincerity perceptions and social media usage on attitude toward sponsor

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