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

Westburn Publishers Ltd
Publication Type:
Journal Article
Journal of Marketing Management, 2007, 23 (5/6), pp. 483 - 496
Issue Date:
Full metadata record
Files in This Item:
Filename Description Size
Thumbnail2006009729OK.pdf96.56 kB
Adobe PDF
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: