The effects of sport involvement, sponsor awareness and corporate image on intention to purchase sponsors' products
- Authors
- Ko, YJ[Ko, Yong Jae]; Kim, K[Kim, Kyoungtae]; Claussen, CL[Claussen, Cathryn L.]; Kim, TH[Kim, Tae Hee]
- Issue Date
- Jan-2008
- Publisher
- INT MARKETING REPORTS LTD
- Keywords
- sponsorship effectiveness; soccer; marketing
- Citation
- INTERNATIONAL JOURNAL OF SPORTS MARKETING & SPONSORSHIP, v.9, no.2, pp.79 - 94
- Indexed
- SCIE
SCOPUS
- Journal Title
- INTERNATIONAL JOURNAL OF SPORTS MARKETING & SPONSORSHIP
- Volume
- 9
- Number
- 2
- Start Page
- 79
- End Page
- 94
- URI
- https://scholarworks.bwise.kr/skku/handle/2021.sw.skku/82287
- ISSN
- 1464-6668
- Abstract
- This study examined theoretical relationships between key variables of sponsorship effectiveness that include sponsor awareness, corporate image and future purchase intention. Involvement in the sport of soccer was also examined as a key consumer variable. Results suggested that favourable purchase intentions were more likely to occur when consumers held a positive image of the sponsoring companies and had a high level of sports involvement; and that consumers' sports involvement positively influenced sponsor awareness, corporate image and purchase intention.
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- Appears in
Collections - Sport Science > Department of Sport Science > 1. Journal Articles
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