Consumers' Perceived Functions of and Attitude Toward Corporate Sponsors of Small-scale Amateur Sporting Events

Low, Bernice Xiao Ting; Pyun, Do Young

doi:10.3727/152599516x14643674421771

Cited by 10 publications

(9 citation statements)

References 35 publications

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“…Future studies could explore the role of event types on influencing the strength of effects in view of individual preferences and brand-event fit (X. T. B. Low & Pyun, 2016;Wohlfeil & Whelan, 2006). Regarding the effects of consumers' attitudes on behavioral intentions, future studies might consider additional constructs for analysis as suggested in previous studies which explored the Theory of Reasoned Action in the context of tourism and events (Han et al, 2010;Prayag et al, 2013;Quintal et al, 2010).…”

Section: Discussionmentioning

confidence: 99%

The Influence of Social Media Communication on Consumer's Attitudes and Behavioral Intentions Concerning Brand-Sponsored Events

Schivinski¹,

Langaro²,

Shaw³

2019

Event Management

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Social media communication was suggested to influence consumers on their decision process of participating in events. Despite the relevance of evaluating this proposition, the effects of social media brand-related communications on event attendance were not yet validated. To address this literature gap, it was evaluated whether firm-created and user-generated social media brand-related content influenced consumers' attitudes and, consequently, their intentions to participate in brand-sponsored events. Additionally, the mediating role of consumers' attitudes towards the brand and the event was examined. An online survey (n = 307) was implemented and results were analyzed with structural equation modeling (SEM). The findings contribute to managers and scholars in the field of events marketing in general and brand-sponsored events in specific, by means of proposing and validating a model that confirms (1) the effects of firm-created social media (SM) brand-related content on brand attitude, (2) the influence of user-generated SM brand-related content on both brand and event attitudes, (3) the impact of brand attitude on event attitude, (4) the influence of event attitude on the consumers' intentions to participate; and (5) identifies different arrays revealing how consumers' attitudes towards the brand and the event mediate the relationship between SM communications on consumers' behavioral intentions, while distinguishing the type of SM brand-related content source.

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Section: Discussionmentioning

confidence: 99%

The Influence of Social Media Communication on Consumer's Attitudes and Behavioral Intentions Concerning Brand-Sponsored Events

Schivinski¹,

Langaro²,

Shaw³

2019

Event Management

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“…They concluded that participants' intention to revisit and recommend the event depended on their perceptions of the event image and their satisfaction with the event. In addition to the previous research focusing on the events themselves (e.g., event quality or event image), Low and Pyun ( 2016 ) emphasized the importance of the sponsor's characteristics (e.g., sincerity, credibility), and believed that the outstanding characteristics can enhance a positive attitude toward sponsorship activities, such as sports sponsorship of local and amateur colleges (Ko et al, 2017 ; Su and Chen, 2020 ; Su and Lai, 2021 ; Su and Wu, 2021 ).…”

Section: Literature Reviewmentioning

confidence: 99%

“…According to Meenaghan ( 2001 ), a successful sports sponsorship event can provide consumers with a good impression of sponsors, thereby increasing the awareness and recognition of sponsored brands. Therefore, a small sponsorship event is a valuable practice for small-sized companies or newly established brands, such as small-scale amateur (Low and Pyun, 2016 ) and small-scale marathon events (Koo et al, 2014 ). Such events can also encourage community residents who are amateur players to participate in the activity, which will provide more exposure opportunities for sponsoring brands.…”

Section: Practical Implicationsmentioning

confidence: 99%

“…In summary, most sponsorship studies have focused on large-scale or mega-sporting events which are sponsored primarily by global brands, such as the attitude toward large-scale sports events and sponsor's brand equity (Lee et al, 2015 ). Only a few studies have discussed the benefits of small-scale sporting events, for example, small-scale amateur sporting events (Low and Pyun, 2016 ) and small-scale marathon event participants (Koo et al, 2014 ). Therefore, it is important to further explore the effectiveness of small-scale sports events, especially in Asia where sports events are in the budding stage, such as in Taiwan.…”

Section: Introductionmentioning

confidence: 99%

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An Empirical Exploration of Sports Sponsorship: Activation of Experiential Marketing, Sponsorship Satisfaction, Brand Equity, and Purchase Intention

Hsiao

Tang

2021

Front. Psychol.

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The purpose of this study is to investigate the relationship between the activation of experiential marketing, satisfaction with sponsored sporting events, brand equity, and subsequent product purchase intentions in a small-scale sponsorship campaign. Survey data were collected from 238 actual runners in the terminal rest area after they had completed a race. Structural equation modeling with the bootstrap method was carried out to examine the proposed hypotheses. Results revealed that in terms of product purchase intention, brand equity was the most influential factor, followed by experiential marketing activation and satisfaction with the sponsorship. Specifically, experiential marketing activation significantly influenced the sports sponsorship and the sponsor's brand equity; however, satisfaction showed an insignificant effect on purchase intention. In addition, the mediation test shows that brand equity is an important mediator of experience marketing and satisfaction to product purchase intention. Findings provide some empirical insights into how small-scale sponsorship can benefit sponsoring companies, including intangible brand assets and tangible product consumption. The results could encourage more companies to organize small-scale sponsorship races and to present brand-related experiences (e.g., experiencing product packaging, on-the-spot experience areas). In this way, opportunities may be provided to attract more runners (or potential consumers) to participate in the event and have a deeper brand experience. This study contributes to a better understanding of the effectiveness of small-scale sponsorship in Asia to increase the generalization of the small sponsorship literature. Small-scale sporting events can bring public attention and economic benefits to the host company, and encourage more people to participate, thereby resulting in long-term social and health benefits in the community.

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“…Compared to large-scale sports events, small-scale amateur sporting events, including grassroots events, can also leave positive impacts on the local community [30,31]. As amateur events, grassroots sports are generally more manageable because they are smaller and require less financial and infrastructural support because they tap into existing resources and infrastructure [32]. They are also far less controversial than large-scale or mega events.…”

Section: Definition and Impact Of Sports Eventsmentioning

confidence: 99%

Are Grassroots Sports Events Good for Migrant Cities’ Sustainable Development? A Case Study of the Shenzhen 100 km Hikathon

Wang

et al. 2019

Sustainability

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Compared to official sports mega events, grassroots sports events are attractive to participants because of their universality, accessibility, and casual nature. Taking the Shenzhen 100 km Hikathon as an example, this study investigates the effect of grassroots sports events on sustainable development in migrant cities through residents’ perceptions of such events, and how these affect support. We collected 59 questionnaires in a pre-survey and 612 surveys for formal analysis, and used SPSS and AMOS software to construct a structural equation model. The results indicate that the Hikathon’s popularity, low media impact, small scale of investment and construction, and short duration had fewer negative effects and was beneficial to sustainable development for the migrant city. Residents perceived more positive benefits (improved city image and economic, environmental and cultural benefits) and less negative costs (environmental and traffic costs), which lead to broader support for such events. Among residents’ sociodemographic characteristics, only age was found to moderate the relationship between perceived effects and support. The findings suggest that residents generally perceive grassroots sports events positively, especially in migrant cities, such as Shenzhen, where community events are considered to serve an important role in the construction of place identity.

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Consumers' Perceived Functions of and Attitude Toward Corporate Sponsors of Small-scale Amateur Sporting Events

Cited by 10 publications

References 35 publications

The Influence of Social Media Communication on Consumer's Attitudes and Behavioral Intentions Concerning Brand-Sponsored Events

The Influence of Social Media Communication on Consumer's Attitudes and Behavioral Intentions Concerning Brand-Sponsored Events

An Empirical Exploration of Sports Sponsorship: Activation of Experiential Marketing, Sponsorship Satisfaction, Brand Equity, and Purchase Intention

Are Grassroots Sports Events Good for Migrant Cities’ Sustainable Development? A Case Study of the Shenzhen 100 km Hikathon

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