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

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Show simple item record Lings, IN Owen, KM 2010-05-28T09:53:59Z 2007-01
dc.identifier.citation Journal of Marketing Management, 2007, 23 (5/6), pp. 483 - 496
dc.identifier.issn 0267-257X
dc.identifier.other C1 en_US
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.
dc.publisher Westburn Publishers Ltd
dc.title Buying a Sponsor's Brand: The Role of Affective Commitment to the Sponsored Team
dc.type Journal Article
dc.parent Journal of Marketing Management
dc.journal.volume 5/6
dc.journal.volume 23
dc.journal.number 5/6 en_US
dc.publocation UK en_US
dc.identifier.startpage 483 en_US
dc.identifier.endpage 496 en_US BUS.School of Marketing en_US
dc.conference Verified OK en_US
dc.for 150501 Consumer-Oriented Product Or Service Development
dc.personcode 040115
dc.personcode 040313
dc.percentage 100 en_US Consumer-Oriented Product or Service Development en_US
dc.classification.type FOR-08 en_US
dc.edition en_US
dc.custom en_US en_US
dc.location.activity en_US
dc.description.keywords CONSUMER BEHAVIOUR
dc.description.keywords SPONSORSHIP
dc.description.keywords SPORTS MARKETING
dc.description.keywords STRUCTURAL
dc.description.keywords EQUATIONS MODELLING
dc.description.keywords PLS ANALYSIS
pubs.embargo.period Not known
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 2015-04-15 12:17:09.805752+10
utslib.collection.history Closed (ID: 3)

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