Influential Factors in Customer’s Brand Image of the Sponsor
Purpose: The purpose of this study is to investigate the effects of sponsorship on customer’s brand image of the sponsor company while considering involvement (attraction), involvement (centrality) and team attachment as a predictor on sponsoring outcomes.
Design/methodology/approach: The statistical population of this study was Tracktorsazi fans of Tabriz and Tehran. Using sampling method of simple random, the questionnaire of this study were distributed among the fans (N=434). Factor analysis, structural analysis, spearman correlation test, binominal test and kolmogro-smimrnov test was employed in order to test the model.
Findings: Data reveal that highly attached fans are more likely to develop positive image about the sponsor and also involvement (centrality) is an important predictor in being attached to specific team.
Research limitation/implications: The results of this research can be used by team sport marketer and sponsors, which needed to have a complete comprehension of the effectiveness of sport sponsorship.
Key words: Sponsorship; Involvement-attraction; Involvement-centrality; Team attachment
- There are currently no refbacks.
If you have already registered in Journal A and plan to submit article(s) to Journal B, please click the CATEGORIES, or JOURNALS A-Z on the right side of the "HOME".
We only use three mailboxes as follows to deal with issues about paper acceptance, payment and submission of electronic versions of our journals to databases: firstname.lastname@example.org; email@example.com; firstname.lastname@example.org
Copyright © 2010 Canadian Research & Development Centre of Sciences and Cultures
Address: 758, 77e AV, Laval, Quebec, H7V 4A8, Canada
Telephone: 1-514-558 6138