Buying a Sponsor's Brand: The Role of Affective Commitment to the Sponsored Team

Lings, IN; Owen, KM

Buying a Sponsor's Brand: The Role of Affective Commitment to the Sponsored Team

Lings, IN Owen, KM

Permalink

Publisher:: Westburn Publishers Ltd
Publication Type:: Journal Article
Citation:: Journal of Marketing Management, 2007, 23 (5/6), pp. 483 - 496
Issue Date:: 2007-01

Closed Access

	Filename	Description	Size
	2006009729OK.pdf		96.56 kB	Adobe PDF	View/Open

Copyright Clearance Process

Recently Added
In Progress
Closed Access

This item is closed access and not available.

Full metadata record

Field	Value	Language
dc.contributor.author	Lings, IN	en_US
dc.contributor.author	Owen, KM	en_US
dc.date.issued	2007-01	en_US
dc.identifier.citation	Journal of Marketing Management, 2007, 23 (5/6), pp. 483 - 496	en_US
dc.identifier.issn	0267-257X	en_US
dc.identifier.uri	http://hdl.handle.net/10453/10083
dc.description.abstract	Sponsorship is increasingly important in a firm's communication mix. Research to date has focused on the impact of sponsorship on brand awareness and its subsequent consequences for image congruency and consumer attitudes towards sponsors' brands. A lesser studied area is the effect of sponsorship on consumers' purchase intentions and behaviours. We argue that existing models of sponsorship driven purchase behaviour fail to account for affective commitment, which mediates relationship between affiliation with the team and social identification with the team. We propose a modified framework describing the effect of sponsorship on purchase intentions in the context of low and high performing sports teams. The framework is tested using structural equations modelling; employing PLS estimation and data collected via online survey of AFL chat room participants. Results confirm the role of affective commitment in sport sponsorship purchase intentions and indicate that team success has a significant influence on fans' purchase behaviours.	en_US
dc.publisher	Westburn Publishers Ltd	en_US
dc.relation.ispartof	Journal of Marketing Management	en_US
dc.title	Buying a Sponsor's Brand: The Role of Affective Commitment to the Sponsored Team	en_US
dc.type	Journal Article
utslib.citation.volume	5/6	en_US
utslib.citation.volume	23	en_US
utslib.for	150501 Consumer-Oriented Product Or Service Development	en_US
utslib.for	1505 Marketing	en_US
utslib.for	1504 Commercial Services	en_US
utslib.for	1503 Business And Management	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/School of Marketing
utslib.copyright.status	closed_access
pubs.consider-herdc	true	en_US
pubs.issue	5/6	en_US
pubs.volume	23	en_US

Abstract:

Sponsorship is increasingly important in a firm's communication mix. Research to date has focused on the impact of sponsorship on brand awareness and its subsequent consequences for image congruency and consumer attitudes towards sponsors' brands. A lesser studied area is the effect of sponsorship on consumers' purchase intentions and behaviours. We argue that existing models of sponsorship driven purchase behaviour fail to account for affective commitment, which mediates relationship between affiliation with the team and social identification with the team. We propose a modified framework describing the effect of sponsorship on purchase intentions in the context of low and high performing sports teams. The framework is tested using structural equations modelling; employing PLS estimation and data collected via online survey of AFL chat room participants. Results confirm the role of affective commitment in sport sponsorship purchase intentions and indicate that team success has a significant influence on fans' purchase behaviours.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/10083