Is Sport Sponsorship Global? Evidence from the United States, the United Kingdom, and India
| Autor: | Kurt C. Mayer, Noni Zaharia, David Stotlar, Dianna P. Gray, Eric Hungenberg |
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| Rok vydání: | 2016 |
| Předmět: |
media_common.quotation_subject
05 social sciences Advertising 010501 environmental sciences Structural invariance 01 natural sciences Structural equation modeling Confirmatory factor analysis Test (assessment) 0502 economics and business Gratitude Household income Hofstede's cultural dimensions theory Club Marketing Psychology 050203 business & management 0105 earth and related environmental sciences media_common |
| Zdroj: | International Journal of Marketing Studies. 8:43 |
| ISSN: | 1918-7203 1918-719X |
| Popis: | This study sought to develop and test a cross-national sport sponsorship model. Sponsorship and Hofstede’s cultural dimensions theories were utilized for the theoretical framework for this study. A survey was conducted with 522 Chelsea FC soccer club’s fans from the United States, the United Kingdom, and India in the area of sponsorship through a jersey sponsorship. Single and multiple-group confirmatory factor analysis and structural equation modeling were used to analyze the global sport sponsorship model. The results acknowledged the measurement and structural invariance of a global model for five sport sponsorship outcomes (i.e., sponsorship awareness, sponsorship fit, attitude toward the sponsor, gratitude, and purchase intentions), controlling for age, gender, education, household income and the household’s decision maker. The statistical analyses indicated that structural relationships among the analyzed sponsorship outcomes were invariant among all three countries. The effect of sponsorship fit predicted the presence of purchase intentions, while the attitude toward the sponsor was the strongest predictor of purchase intentions. |
| Databáze: | OpenAIRE |
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