No More “Good” Intentions: Purchase Behaviors in Sponsorship

Abstract

The growth of sport sponsorship has led to an increase in the number of studies measuring sponsorship outcomes in different sport settings. Most studies, however, have focused on understanding the factors leading to purchase intentions. A more accurate assessment of sponsorship effectiveness would come through measuring actual purchase behaviors. The purpose of this study was to examine a sport sponsorship model that included awareness, fit, attitude toward the sponsor, past purchases, purchase intentions, and actual purchases. Data were collected via longitudinal web surveys conducted with soccer fans from the United States. The results of a structural equation model provided evidence that the relationships among the analyzed sponsorship outcomes did not have a significant effect on actual purchase behaviors. The discussion includes questions about the impact of sponsorship variables such as awareness, fit, attitude toward the sponsor, purchase intentions, and past purchases on actual purchase behaviors.

No Short- And Medium-Term Effects of Sport Sponsorship; The Case of Divina Pastora in Professional Basketball

“…Our study focused on just one specific sponsor, as in other published studies (e.g. Walraven et al 2014, Zaharia et al 2016. Therefore, our conclusions should not be extended to the whole world of basketball nor to any other sports.…”

“…Moreover, returns may be negative if, for example, doping scandals appear during the partnership, as the research of Drivdal et al (2018) into professional cycling showed. Additionally, Zaharia et al (2016) found that, although the vast majority of participants in their study recognized Samsung as the sponsor of the English Premier League football team, Chelsea F.C., none of the remaining intermediate variables considered (attitudes and purchase intentions) had an influence on the real sales of the brand.…”

“…Sports sponsorship is a huge business all over the world. For example, in 2015, in the United States alone, investment in sponsorship totaled approximately $40 billion, representing 70% of the total sponsorship expenditure worldwide (Zaharia et al 2016). On the other hand, global sponsorship of sporting events in 2013 totaled $35.2 billion (Kwon et al 2015).…”

Impact of local and international sponsors on athletics race participants

“…A investigação sobre patrocínio desportivo globalmente tem concentrado a atenção nos resultados afetivos e comportamentais dos espectadores (Eddy & Cork, 2019;Ko & Kim, 2014). Contudo, para além dessas respostas, também a notoriedade da marca, enquanto resultado cognitivo (e.g., Biscaia et al, 2013;Biscaia et al, 2014;Biscaia & Rocha, 2018;Eagleman & Krohn, 2012;Hickman, 2015;Lough et al, 2014;Rogic et al, 2019;Silva, 2016;Walsh et al, 2008;Zaharia et al, 2016), tem começado a suscitar a atenção, embora num reduzido número de estudos na perspetiva baseada no desportoparticipação (Eddy & Cork, 2019).…”

“…Embora nem sempre na perspetiva do desporto-participação (Eddy & Cork, 2019), uma quantidade significativa de pesquisas tem seguido a orientação para avaliação da notoriedade do patrocínio (e.g., Biscaia et al, 2013;Biscaia et al, 2014;Biscaia & Rocha, 2018;Hickman, 2015;Rogic et al, 2019;Silva, 2016;Walsh et al, 2008;Zaharia et al, 2016), incluindo no contexto das corridas de atletismo (Beaton et al, 2011;Eagleman & Krohn, 2012;Eddy & Cork, 2019;Lough et al, 2014), mas nenhuma avaliou a dependência entre a taxa de reconhecimento da marca do patrocinador e as marcas locais e internacionais. No desporto-participação os corredores realizam a prática da corrida porque estão envolvidos com essa atividade.…”