The Impact of Sport Sponsorship Perceptions and Attitudes on Purchasing Decision of Fans as Consumers—Relevance for Promotion of Corporate Social Responsibility and Sustainable Practices

Abstract

The aim of this paper is to investigate the impact of sponsorship perceptions and attitudes of sport team fans on their purchasing decision, as well as to investigate the significance of sport sponsorship in promoting socially responsible companies and other sustainable practices in society. This paper gives insight in possibilities and effects of promoting sustainable activities and socially responsible companies, through sport sponsorship, by targeting and educating sport team fans as a very important consumer segment. Data were collected from anonymous respondents who are fans of different sport teams. Attitudes were measured by asking the respondents to rank the statements based on a 5-point Likert scale. In order to analyze the data, structural equation modelling was conducted using R package. Results show that the attitudes towards sponsorship, as well as sponsorship perceptions, have a strong positive impact on the purchasing decisions of consumers, regarding products of sponsors, which enables the creation of a loyal base of fans as consumers. Results also reveal that sport sponsorship can be an effective way of promoting socially responsible companies and sustainable practices, giving an opportunity to create an educated and highly dedicated consumer base. In this way the positive effects of sports and sponsorship are spreading beyond the stadiums and arenas. These findings can help companies that are considering investing in this form of marketing, in adequately selecting and managing the campaign, but also can be very useful for official institutions in their efforts to foster sustainable practices in society. Although the fact that the research was conducted only in Montenegro can be stated as a limitation, it should be noted that this type of research has been done for the first time in this area, which gives special value to the research and increases the importance of its contribution to the existing base of scientific papers in this field.

Social Entrepreneurship in Professional Sports: Antecedents and Outcomes from the Consumer Perspective

“…Specifically, spectators believe that FuBon and ChinaTrust benefit baseball because they have invested considerable resources for social entrepreneurial purposes. This causes an image transfer effect to occur, which exerts a positive influence on the intention to purchase products, and this is consistent with studies pertaining to the image transfer effect [58,59] and purchase intention of a sponsor's products [56,57,60,61,63,65].…”

“…Similarly, the attitude toward a sponsor is a significant predictor of the intention to purchase the sponsor's products [64]. Studies have indicated that attitude toward sponsorship and sponsorship perception have positive influences on consumers' decisions to purchase the products of sponsors [65]. Therefore, the transfer from affective commitment to a sports franchise to the intention to purchase the products of a parent company is hypothesized in H8.…”

Persepsi Pedagang Kaki Lima Terhadap Kredit Usaha Rakyat

“…Hasil ini sesuai dengan studi Salim (2013); Banerjee et al (2018); dan Jalil (2021). Studi dari Awada dan Yiannaka (2012); Jackson et al (1984); dan Melovic et al (2019) menyebutkan bahwa persepsi seseorang turut berperan dalam perilaku mereka seperti pada pengambilan keputusan. Pengaruh antara persepsi terhadap keputusan pedagang kaki lima timbul karena adanya proses pengamatan, penggunaan, dan pengalaman sebelumnya mengenai penggunaan KUR terhadap UMKM.…”

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“…In the contemporary conditions of market saturation and fragmentation, combined with accelerated technology and innovation progress, abundance of competitive information, consumers may feel disoriented and advertising may be ineffective (Melovic et al, 2019). Thus, contemporary enterprises look for new methods of promotion, including communication with their neighborhoods.…”

“…The sustainability and CSR activities are based on the understanding of interrelationships between organizations, the society and the environment, as it has been already recognized that they interrelate rather than operate as discrete entities (Sudolska, Łapińska, 2020; Hu et al, 2016; Pinelli, Maiolini, 2017). Sustainability and social responsibility are also definitely one of the top priorities that brands have when thinking about a new sponsorship activation or activating an existing one (Melovic et al, 2019;Mamo et al, 2019). Whereas the World Business Council for Sustainable Development gives an explanation of CSR pointing out the commitment of business to contribute to sustainable economic development, working with employees, their families, the local community and society at large to improve their quality of life (World…, 1999).…”