Sport sponsorship,team support and purchase intentions

This research assessed the influence of team support and perception of sponsors on the purchase intentions of sport consumers. In a case study of a not‐for‐profit, membership‐based Australian professional football club, 1647 respondents reported their perceptions of team support, sponsor integrity and purchase intentions for the sponsor's products. Results revealed that the key pathway to purchase intention is associated with fan passion and a perception of sponsor integrity. This implies that the best mechanism for sponsor return on investment comes in the form of activities to bolster both passion for the team and perceptions of sponsor integrity.     

Capital,Motives, and Their Link to Investment Intentions: The Moderating Role of the Financial Crisis in Greece

This research examined the moderating role of the financial crisis on the relationship between capital/motives and investment intentions. Human and social capital, nonfinancial resources, and all motives except financial success related positively to investment intention. Social capital and the motive for financial success related positively to investment intention only for those affected by the crisis in a negative way. The motives for independence and recognition related positively to investment intention only for those affected by the crisis in a positive way, while the motive of self‐realization related positively to investment intentions particularly for those affected by the crisis in a positive way.     

Determinants of Consumers’ Attitudes Toward a Sport Sponsorship: A Tale from College Athletics

Although sponsorship is considered one of the most important revenue sources, there have been surprisingly few attempts to explain how sponsorship works in the mind of a consumer in the nonprofit business segment. The purpose of this study was to identify factors that determine consumers’ attitudes toward sponsorship in college athletics. A conceptual model includes factors related to the sports property/event/team and sponsors. This study also examined the role of a perceived congruence between the sponsor and the sponsored property. A structural equation model test using a convenience sample of 460 students enrolled in a division I-A university suggested that specific characteristics of both the sponsor and the sponsored event are significant determinants of attitudes toward a college athletic sponsorship, and the perceived congruence plays an important part as moderator of a sponsorship perception–attitude link.     

A new framework for evaluating sponsorship opportunities

Despite the popularity of sponsorship, there remains a paucity of research attention. This is especially the case when considering the product relevance issue (the fit between the sponsor and the activity being sponsored). In the past, relevance has incorrectly been treated in terms of two mutually exclusive categories: function-based similarity (where the sponsor’s product is used in the event being sponsored) and image-based similarity (where the sponsor’s image is congruent with that of the event). In reality, however, these two types of similarity can coexist.

In this paper a new product relevance construct – integrated product relevance – is proposed. Research hypotheses are then formulated as to how integrated product relevance may affect consumer responses (in terms of quality perceptions, attitude towards the brand and purchase intention) to a sponsor’s products. Directions for future research are proposed based on this new construct.     

Drivers of brand image improvement in sports-event sponsorship

This stock-taking article re-examines 20 years of research on conditions that influence the magnitude of brand image improvement through sports-event sponsorship. The study suggests a procedure to adequately measure sponsor image change in field sponsorships and investigates potential factors related to the sponsored property, the sponsorship relationship, the sponsor, and the individual sports spectator that may affect the magnitude of sponsor image improvement. An empirical analysis in the context of a large sponsored sports event shows that some drivers influence sponsor image improvement directly in a multiple regression analysis (spectators’ perceived event image, event–sponsor fit, sponsor familiarity, and product category importance), while other drivers are related to sponsor image in bivariate analyses only (spectators’ event interest, sport interest, event exposure, and demographic characteristics). Reasons for these findings (e.g., interrelationship between drivers of sponsor image improvement), managerial implications, and consequences for the development of a comprehensive model of sponsor image formation are discussed.     

Why do people purchase from food delivery apps? A consumer value perspective

Consumers are increasingly using food delivery apps (FDAs) to facilitate convenient and quick food delivery. Yet, the existing research offers a limited understanding of consumers’ behavioral responses to the visibility and values derived from FDAs. Our study utilized the theory of consumption values (TCV) to examine associations between FDA visibility, consumption values, and purchase intentions. The mediating role of consumption values and the moderating role of attitude was also studied. A qualitative study was conducted with 15 FDA consumers to derive context-specific consumption values. Responses from 355 FDA consumers from the United States of America (USA) were obtained through Prolific and analyzed using structural equation modeling. Visibility acted as an antecedent of all consumption values and significantly influenced purchase intentions. Attitude also positively and significantly influenced purchase intentions. Consumption values partially mediated the association between visibility and purchase intention, while attitude negatively moderated the relationship that purchase intention has with visibility and preference value. These findings have important implications for theory and practice.     

Satellite fans: Does sport nostalgia influence purchase intention toward sponsors’ products?

The purpose of this study was to investigate how nostalgia influences their attitude towards the European Professional Football Leagues (EPFL) sponsors and purchase intention towards EPFL sponsors' products. Based on a convenience sampling, a total of 317 EPFL fans in Singapore responded to an online survey that included items on sport nostalgia, attitude towards EPFL sponsors, and intention to purchase EPFL sponsors' products. Data were analysed using confirmation factor analysis (CFA) and structural equation modelling (SEM). The results showed that sport nostalgia had a direct positive effect on both attitude and purchase intention towards EPFL sponsors’ products. Also, this study found that sport nostalgia had a significant indirect effect on purchase intention through attitude. From the findings of this research, sponsors could understand the role of sport nostalgia and would be able to implement marketing strategies that direct their consumers to purchase their products.     

Children and advergames: the role of product involvement,prior brand attitude,persuasion knowledge and game attitude in purchase intentions and changing attitudes

The central aim of this study is to build upon previous research by investigating the role of product involvement, prior brand attitude, persuasion knowledge and game attitude in the brand attitude changes and purchase intentions of children after playing an advergame. In all, 279 respondents between the ages of 10 and 12 years participated in the study. First, they were asked to complete a pre-test survey addressing product involvement and prior brand attitude towards several products and brands. Two weeks later, the respondents were asked to play an advergame and complete a survey addressing brand attitude, purchase intention, persuasion knowledge and attitude towards the game. Our analysis reveals that a positive attitude change is more likely when the game player has already evaluated the brand positively. Furthermore, game attitude is positively related to attitude changes towards the advertised brands, consistent with affect transfer theory. Counterintuitively, a higher level of persuasion knowledge is associated with a higher intention to buy the advertised product. Finally, children who had a more positive attitude towards the game were more likely to report higher purchase intentions, indicating that games which provide good experiences positively influence behavioural intentions. We conclude the paper by discussing the study's limitations and suggestions for future research.     

The role of perceived value in vertical brand extensions of luxury and premium brands

Abstract

This study examines the role of perceived value in the relationship between brand attitude, perceived fit, extension attitude and consumers’ purchase intention of downscale vertical extensions of luxury and premium brands in two product categories: cars and shoes. Results from 236 individuals with different income levels show that extension attitude is positively related to purchase intention both directly and indirectly, via the perceived value of the extension; the latter is more strongly correlated than extension attitude to consumers’ purchase intention. Brand attitude is also positively associated with perceived value. Overall, perceived value partially mediates the relationships of brand attitude and of extension attitude with purchase intention. The product category affects the strength of some of the relationships in the model, including the role of fit.     

Augment yourself through virtual mirror: the impact of self-viewing and narcissism on consumer responses

Virtual mirror, an increasingly popular application of augmented reality, allows consumers to view their visages overlaid with product images on digital displays. The authors of this study examine how augmented reality technology affects consumers’ brand perceptions and purchase intentions. Study 1, using a real brand, demonstrates that consumers tend to form higher self-brand connections and purchase intention when viewing themselves trying a product via a virtual mirror, rather than when viewing professional models wearing the product. Study 2, using a fictitious brand, reveals that narcissistic participants show pronounced positive self-viewing effects, but non-narcissistic participants show attenuated effects. Implications for digital marketers are discussed.     

Consumer Intentions to Buy Front-of-Pack Nutrition Labeled Food Products: The Moderating Effects of Personality Differences

Although the current literature suggests that consumers in general have a desire to eat healthy and also like to obtain nutrition information about food products, there still exists a gap in terms of understanding how consumers utilize nutrition information. Drawing on consumer psychology literature, we examine how self-efficacy, healthy eating intentions, and perceptions about a simple front-of-pack nutrition label affect purchase intentions, and how these effects may be moderated by two information-processing-related personality traits—need for cognition and propensity to self-reference. We find that consumers’ intention to purchase front-of-pack nutrition-labeled products is positively affected by self-efficacy and label perceptions but is not directly driven by a general interest in healthy eating. We also find significant moderating effects from both personality traits considered.     

The process by which product availability triggers purchase

Both product availability and lack of availability have the potential to trigger the intention to buy. The present research aims to identify the specific processes by which the latter situation of lack of availability drives purchase intention. The research demonstrates that, when lack of product availability is perceived positively, it influences purchase intentions via consumer involvement. However, when lack of product availability is perceived negatively, it influences purchase intentions via perceived feasibility, irrespective of consumer involvement. Two studies confirm the dual indirect effect of product availability on purchase intentions and its underlying processes.     

How background visual complexity influences purchase intention in live streaming: The mediating role of emotion and the moderating role of gender

There is growing evidence that visual complexity plays a crucial role in consumer purchase behavior. However, existing research on background visual complexity’s effect on individuals’ purchase intention in live streaming is limited. This study explores the relationships between live background visual complexity, emotional states, and purchase intention, by drawing on the stimulus-organism-response theory. A 3 × 2 between-subjects online experiment was developed with participants’ emotional and intention data. The results indicate that the background visual complexity of the livestream room influences consumers’ purchase intention positively via the evoked emotional states (pleasure and arousal). Background visual complexity exhibits an inverted U-shaped effect on consumers’ emotions. Additionally, the results reveal a significant moderating effect of gender on the relationship between background visual complexity and purchase intention. Women exhibit an inverted U-shaped effect on emotion and purchase intention, whereas men show a positive linear relationship when faced with complexity.     

Ethical Aspects of Sponsorship

The paper regards sponsorship as an agreement, in which the sponsor undertakes an action with economic nature for the sake of a sponsored subject. Typical cases related to unethical conduct of sponsors and subjects are described, as well as some social contexts of sponsorship and its influence on the public opinion.     

Third-Party Certification,Sponsorship, and Consumers’ Ecolabel Use

While prior ecolabel research suggests that consumers’ trust of ecolabel sponsors is associated with their purchase of ecolabeled products, we know little about how third-party certification might relate to consumer purchases when trust varies. Drawing on cognitive theory and a stratified random sample of more than 1200 consumers, we assess how third-party certification relates to consumers’ use of ecolabels across different program sponsors. We find that consumers’ trust of government and environmental NGOs to provide credible environmental information encourages consumers’ use of ecolabels sponsored by these entities, and consumers do not differentiate between certified versus uncertified ecolabels in the presence of trust. By contrast, consumers’ distrust of private business to provide credible environmental information discourages their use of business association-sponsored ecolabels. However, these ecolabels may be able to overcome consumer distrust if their sponsors certify the ecolabels using third-party auditors. These findings are important to sponsors who wish develop ecolabels that are more credible to consumers, and thus encourage more widespread ecolabel use.     

Why Consumers Hesitate to Shop Online: Perceived Risk and Product Involvement on Taobao.com

Heralded as one of the fastest-growing regions in e-commerce sales, Asia has received increasing attention from online retailers as a promising e-commerce market. Therefore, to provide better insight into Asian online marketplaces, this study focuses on Taobao.com (hereafter referred to as “Taobao”), a major Chinese online marketplace, and attempts to shed light on consumers’ perceptions of Taobao. More specifically, this study examines (a) what consumers in China think about Taobao as an online marketplace when purchasing high- or low-involvement products; (b) what types of risk are associated with each product; and (c) how online consumers’ risk perceptions consequently influence both their trust toward Taobao and their purchase intention. Multidimensional perceived risks (financial, privacy, product, security, social/psychological, time) were considered in the research. Participants were 217 Chinese university students. The results indicate that product risk and social/psychological risk were negatively associated with consumers’ trust and purchase intention, regardless of their degree of product involvement. Interestingly, financial risk was positively related to trust and purchase intention. Findings are discussed with managerial implications, followed by limitations and future studies.     

Retailers,don't ignore me on social media! The importance of consumer-brand interactions in raising purchase intention - Privacy the Achilles heel

Effective interactions are essential for retail brands to progressively nudge consumers towards purchase. While social media provides the platform for brands to directly connect with consumers, it is critical that brands take privacy concerns seriously. This paper address common questions retailers ask: How do brands develop effective interactions with consumers on social media? Do consumer-brand interactions impact purchase intention? Does privacy matter? Through 541 UK participant responses and using social exchange theory, this research examines consumer-brand interactions on social media, focusing on how social media activities, attitudes towards social media advertising, and privacy, impact upon purchase intention. Our results show that brands must establish strong relationships through high-quality consumer-brand interactions to significantly raise purchase intentions, while also carefully managing consumers' privacy expectations. Effective privacy management positively mediates the link between social media and purchase intention but ignore privacy, and it becomes the Achilles heel of the relationship.     

The importance of creative match in television sponsorship

It is one of the accepted wisdoms of sponsorship literature that there should be a good fit between sponsor and sponsored. This paper reports an exploratory study into the way in which programme audiences respond to television sponsors’ credits and to the sponsorships they announce. The study used a purposive sample of young television viewers and focused on the programmes they like to watch. It was found that, although the viewers expected a fit between the programme and the product or its image, they would accept a sponsor that added to the entertainment value of the programme. Clever or funny creative treatments that match the programme content apparently make up for a lack of fit elsewhere.     

Promoting Public Health or Underlying Business Interests? The Effectiveness (or Ineffectiveness) of Responsible Drinking Social Causes by the Alcohol Industry Versus Non-Profits

This study examined differences in the effectiveness of responsible drinking campaigns in promoting public health or facilitating underlying interests between the alcohol industry and non-profit organizations. We examined college students' perception of advertisers' motives and evaluation of sponsors' credibility and explored the effects of this perception on multiple strategic goals established by alcohol responsibility campaigns. The results showed that participants perceived industry-sponsored campaigns as self-serving, and this affected sponsor credibility, which influenced attitudes toward sponsors and campaign messages in both sponsor types. These attitudes were significantly associated with intention. The effects of sponsor credibility on attitudes toward drinking differed according to sponsor types. Positive perception of sponsor credibility following exposure to an industry-sponsored campaign enhanced positive attitudes toward drinking, which strengthened intention to drink. When exposed to a non-profit organization's message, positive perception of credibility led to negative attitudes toward drinking and weaker intention to drink.     

Comments

Despite the increased usage of sponsorship activities by practitioners, there has been little research on the impact of sponsorship on building brand image. This research examines the influence of sponsorship on associations transfer from sponsored entity to the sponsor. In order to test all the hypotheses, two pre-tests and one main study were conducted. Empirical findings suggest that individuals who are exposed to the highly fitting partnership develop a stronger associative link between sponsor and sponsored entity than individuals who are exposed to the poorly fitting partnership. Results do not offer support that frequency of the partnership contributes to building the strength of the associative link between sponsor and sponsored entity. Most importantly, results indicate that the strength of the associative link between sponsor and sponsored entity is positively related to the transfer of associations from sponsored entity to sponsor.