Testing a Hierarchy of Effects Model of Sponsorship Effectiveness

in Journal of Sport Management
View More View Less
  • 1 Aristotle University of Thessaloniki
  • | 2 University of Macedonia
  • | 3 Florida State University
Restricted access

The objective of this research was to test the application of an alternative hierarchy of effects model (affect, cognition, and conation) in the context of sponsorship. Activity involvement and team attachment (affect) were proposed to influence sponsor image and attitudes toward sponsorship (cognition), which in turn were proposed to influence consumer behavioral intentions (conation). Fans of a professional basketball team in Greece (N = 384) participated in the study. The results provided support for the alternative hierarchy of effects model and its application in the context of sponsorship. Team attachment (affect) was shown to have both a direct and indirect relationship with behavioral intentions (conation), through its influence on sponsor image and attitudes toward sponsorship (cognition). Furthermore, the attraction dimension of involvement was shown to influence team attachment. The theoretical and managerial implications of these results are discussed.

Alexandris is with the Dept. of Physical Education and Sport Science, Aristotle University of Thessaloniki, Thessaloniki, Greece. Tsiotsou is with the Dept. of Marketing and Operations Management, University of Macedonia, Edessa, Greece.

All Time Past Year Past 30 Days
Abstract Views 2570 1079 62
Full Text Views 187 61 3
PDF Downloads 142 46 2