Examining the Impact of Sports Sponsorship on Fan Attitude and Purchase Intentions towards Sponsors' Products in Professional Football: A Study of the Ghanaian Fan Base
Appiah Sarpong,
Nkululeko PraiseGod Zungu
Abstract:This paper investigates the mediating role of fans' attitudes in the relationship between sports sponsorship and the purchase intention of Ghanaian football fans. Survey data were collected from 398 official supporter groups of Kumasi Asante Kotoko SC (Circles) and Accra Hearts of Oak SC (Chapters) using a purposive sampling technique. A structured questionnaire was utilized to gather the data. The study employed structural equation modeling (SEM) to validate the model. The results indicate that sponsorship si… Show more
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