Influential Factors in Customer’s Brand Image of the Sponsor

Abstract

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