An investigation of sponsorship implications within a state sports festival: the case of the Florida Sunshine State Games

Choi Jinho · Yosuke Tsuji · Michael Hutchinson · Adrien Bouchet

20 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

Event sponsorship has been recognised as an effective means through which companies can communicate with target markets and attendees of sports events. This study investigates the interrelationship between satisfaction with event sponsors, goodwill and fan identification and their influence on purchase intentions at a state sports festival held in Lakeland, Florida. Results indicate that satisfaction with event sponsors mediated goodwill and purchase intentions while controlling for the effects of fan identification. In addition, results differed between competitors and spectators of the event.

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References

1989Social Identity Theory and the Organization 2000Quality, satisfaction and behavioral intentions 2004Measuring Attitude toward the Brand and Purchase Intentions 1999How Advertising Works: What Do We Really Know?1993Sports fans: Measuring degree of identification with their team.1994The Importance of Servicescapes in Leisure Service Settings 2001Understanding sponsorship effects 1995The Predictive Validity of Alternative Approaches to Evaluating Quality of a Festival

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2022Participant or spectator? Comprehending the sport sponsorship process from different perspectives 2022Unlocking the black box of sponsorship in participant-based sport 2017Event Venue Satisfaction and Its Impact On Sponsorship Outcomes

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