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The growth of sport sponsorship has led to an increase in the number of studies measuring sponsorship outcomes in different sport settings. Most studies, however, have focused on understanding the factors leading to purchase intentions. A more accurate assessment of sponsorship effectiveness would come through measuring actual purchase behaviors. The purpose of this study was to examine a sport sponsorship model that included awareness, fit, attitude toward the sponsor, past purchases, purchase intentions, and actual purchases. Data were collected via longitudinal web surveys conducted with soccer fans from the United States. The results of a structural equation model provided evidence that the relationships among the analyzed sponsorship outcomes did not have a significant effect on actual purchase behaviors. The discussion includes questions about the impact of sponsorship variables such as awareness, fit, attitude toward the sponsor, purchase intentions, and past purchases on actual purchase behaviors.
Noni Zaharia is with the Department of Sport Management, Florida State University, Tallahassee, FL. Rui Biscaia is with Universidade Europeia, Lisboa, Portugal and with Universidade de Lisboa, Portugal. Dianna Gray and David Stotlar are with the School of Exercise Science, University of Northern Colorado, Greeley, CO.