Library Portal | UWC Portal | National ETDs | Global ETDs
    • Login
    Contact Us | About Us | FAQs | Login
    View Item 
    •   DSpace Home
    • Faculty of Economic and Management Sciences
    • School of Business and Finance
    • Research Articles (School of Business and Finance)
    • View Item
    •   DSpace Home
    • Faculty of Economic and Management Sciences
    • School of Business and Finance
    • Research Articles (School of Business and Finance)
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Determinants of consumer attitude toward corporate sponsors: A comparison between a profit and non-profit sport event sponsorship

    Thumbnail
    View/Open
    Ko_Determinants-of-consumer_2017.pdf (1.577Mb)
    Date
    2017
    Author
    Ko, Yong Jae
    Chang, Yonghwan
    Park, Chanmin
    Herbst, Frikkie
    Metadata
    Show full item record
    Abstract
    The purposes of the present study were to identify key attributes of sponsors that positively influence consumers’ attitude formation and to examine the moderator role of sport event types (nonprofit vs. profit). Based on the theories of range and selective attention, we hypothesized that consumers weigh differently on particular sponsorship attributes depending on event type (i.e., profit vs. nonprofit) in constructing their attitude. The study utilized multi-group structural equation modeling on data collected by questionnaire survey from a total of 505 spectators of college sport event (n = 303) and FIFA World Cup (n = 202). Results of structural equation modeling test indicate that prominence of sponsors is an important predictor of consumer attitude in both events, while sincerity of sponsors was found to be important in local and amateur college sport event sponsorship. From a theoretical perspective, the current study sheds light on sponsorship study, particularly the importance of examining sponsor characteristics in predicting consumer attitude and the event type as a moderating variable. A key practical implication is that sport managers should carefully examine consumers’ perceptions toward sponsor characteristics in making their event sponsorship decisions.
    URI
    http://dx.doi.org/10.1002/cb.1622
    http://hdl.handle.net/10566/4072
    Collections
    • Research Articles (School of Business and Finance)

    DSpace 6.3 | Ubuntu | Copyright © University of the Western Cape
    Contact Us | Send Feedback
    Theme by 
    Atmire NV
     

     

    Browse

    All of DSpaceCommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsThis CollectionBy Issue DateAuthorsTitlesSubjects

    My Account

    Login

    Statistics

    View Usage Statistics

    DSpace 6.3 | Ubuntu | Copyright © University of the Western Cape
    Contact Us | Send Feedback
    Theme by 
    Atmire NV