Mediating the sport consumer behaviour model: Analysis in non-sporting brand
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Keywords:
sports sponsorship, consumer behaviour, non-sporting brand, mediating
Abstract
In the Philippines, sports sponsorship has already found its way, as companies invest in sponsoring a team or creating their brand of league. In volleyball, a pizza chain created an entire volleyball league, even though its products are not connected with sports nor even a healthy option food. This study was conducted in a Philippines private university whose total population was 2,200 during the time of the study. Slovin’s Formula was used to select 338 respondents. Mediation analysis was done to explore the direct and indirect effects between the independent and dependent variables. Regression analysis was also conducted to test the prediction of the latent variables. Based on the result, constructs of sports consumer behaviour (Involvement, Sport Attachment, Brand Image, Word of Mouth, and Purchase Intentions) in sports sponsorship activity could be effective in the Philippine setting. It can be lauded that, sports attachment, brand image, income and educational attainment could profoundly influence word of mouth and purchase intention separately. This means that respondents who have sports attachments, perspectives on brand image, certain educational attainment levels, and middle and upper disposable income can be useful whether they are exposed to the brand as long as the sports sponsor can turn into a brand ambassador who can provide testimonials to the brand or people who can contribute to brand sales.
References
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Crompton, J. (2004). Conceptualisation and alternate operationalisations of the measurement of sponsorship effectiveness in sport. Leisure Studies, 3, 267-281. DOI:10.1080/ 0261436042000183695.
Chen, H.C., Stotlar, D.K., & Reams, L. (2014). Predicting sponsorship and advertising effectiveness in sport: A case study of the super bowl. Journal of Contemporary Athletics, 8(3), 153.
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Gwinner, K., & Swanson, S. (2003). A model of fan identification: Antecedents and sponsorship outcomes. Journal of Services Marketing, 17, 275-294. DOI:10.1108/ 08876040310474828
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Ko, Y. J., Chang, Y., Park, C., & Herbst, F. (2016). Determinants of consumer attitude toward corporate sponsors: A comparison between a profit and nonprofit sport event sponsorship. Journal of Consumer Behaviour, 16(2), 176–186. DOI: 10.1002/cb.1622
Madrigal, R. (2001). Social identity effects in a belief-attitude-intentions hierarchy: Implications for corporate sponsorship. Psychology and Marketing, 18(2), 145-165. DOI:10.1002/1520-6793(200102)18:2<145::AID-MAR1003>3.0.CO;2-T
Meenaghan, T. (2005). Sports sponsorship in a global age. In J. Amis & T. B. Cornwell (Eds.), Global sports sponsorship (pp. 243–264). Oxford, UK: Berg Publishers.
O’Reilly, N., Lyberger, M., McCarthy, L., Séguin, B., & Nadeau, J. (2008). Mega-special-event promotions and intent to purchase: A longitudinal analysis of the super bowl. Journal of Sport Management, 22, 392-409.
Peluso, A. M., Rizzo, C., & Pino, G. (2019). Controversial sports sponsorships: Effects of sponsor moral appropriateness and self-team connection on sponsored teams and external benefit perceptions. Journal of Business Research, 98, 339–351. DOI: 10.1016/j.jbusres.2019.01.068
Quester, P., & Thompson, B. (2001). Advertising and promotion leverage on arts sponsorship effectiveness. Journal of Advertising Research, 41, 33−47.
Sammut-Bonnici, T. (2015). Brand and branding. Retrieved from 10.1002/9781118785317.weom120161.
Wai, L.L.M.. (2018). Views on sports sponsorship in Singapore. 10.4018/978-1-5225-5475-2.ch013.
Zaharia et al., (2016), The Journal of Strategic Marketing, Routledge
Zhou, F., Mou, J., Su, Q., & Wu, Y. C. J. (2020). How does consumers’ Perception of Sports Stars’ Personal Brand Promote Consumers’ brand love? A mediation model of global brand equity. Journal of Retailing and Consumer Services, 54, 102012.
Alexandris, K., Tsaousi, E., & James, J. (2007). Predicting sponsorship outcomes from attitudinal constructs: The case of a professional basketball event. Sport Marketing Quarterly, 16(3), 130-139.
Anisimova, T., Mavondo, F., & Weiss, J. (2017). Controlled and uncontrolled communication stimuli and organic food purchases: The mediating role of perceived communication clarity, perceived health benefits, and trust. Journal of Marketing Communications, 1–24. DOI:10.1080/13527266.2017.1387869
Bragg, M. A., Roberto, C. A., Harris, J. L., Brownell, K. D., & Elbel, B. (2018). Marketing Food and Beverages to Youth Through Sports. Journal of Adolescent Health, 62(1), 5–13. https://doi.org/https://doi.org/10.1016/j.jadohealth.2017.06.016
Brassington, F. & Pettitt, S. (2000). Principles of Marketing 2nd edition. Harlow: Pearson Education Limited.
Bloxam, A. (1998). Brand affinity and television program sponsorship. International Journal of Advertising, 17(1), 89−98.
Barroilhet T. (2016), “Brand Integration and Sports Sponsorship: Benefits and Pitfalls” Master Essays, Retrieved from https://collected.jcu.edu/mastersessays/46
Cornwell, T. B., & Coote, L. V. (2005). Corporate sponsorship of a cause: The role of identification in purchase intent. Journal of Business Research, 58, 286−276. DOI:0.1016/S0148-2963(03)00135-8.
Crompton, J. (2004). Conceptualisation and alternate operationalisations of the measurement of sponsorship effectiveness in sport. Leisure Studies, 3, 267-281. DOI:10.1080/ 0261436042000183695.
Chen, H.C., Stotlar, D.K., & Reams, L. (2014). Predicting sponsorship and advertising effectiveness in sport: A case study of the super bowl. Journal of Contemporary Athletics, 8(3), 153.
Devellis, R. (1991). Scale development: Theory and applications. Newbury Park, London: Sage Publications.
Dolphin, R. (2003). Sponsorship: perspectives on its strategic role. Corporate Communications International Journal, Vol. 8 No. 3, pp. 173-186.
Dyussenbayev, Akhmet. (2017). Age Periods Of Human Life. Advances in Social Sciences Research Journal. 4. 10.14738/assrj.46.2924.
Eshghi1, K., Kazemi, R.M., Aghazadeh, H., & Hedayatnia, A. (2013). Evaluating Sports Sponsorship Model among Soccer Fans in Iran Business and Management Research, 2(2), p37-51.
Fullerton, S. & Merz, G. (2008). The Four Domains of Sports Marketing: A Conceptual Framework Introduction to Sports Marketing. Sport Marketing Quarterly. 17.
Gray, D., & McEvoy, C. (2005). Sport marketing strategies and tactics. Jn B. Parkhouse (Ed), The management of sport: Its foundation and application. New York, NY: McGraw-Hill Inc.
Gwinner, K., & Swanson, S. (2003). A model of fan identification: Antecedents and sponsorship outcomes. Journal of Services Marketing, 17, 275-294. DOI:10.1108/ 08876040310474828
Hino, Y., & Takeda, F. (2019). Market reactions to sport sponsorship announcements: Comparison between sponsors and their rivals. Sport Management Review. DOI: 10.1016/j.smr.2019.02.002
Holden, S. (1992). Brand equity through brand awareness: measuring and managing brand retrieval. PhD diss., University of Florida.
International Events Group (2018). Signs pointed to healthy sponsorship spending in 2018. http://www.sponsorship.com/Report/2018/01/08 /Signs-Point-To-Healthy-Sponsorship-Spending-In-201.aspx, Accessed date: 25 February 2018.
Jae Ko, Y., Chang, Y., Park, C., & Herbst, F. (2016). Determinants of consumer attitude toward corporate sponsors. Journal of Consumer Behaviour. Published online in Wiley Online Library (wileyonlinelibrary.com) DOI: 10.1002/cb.1622.
Keller, K. (2008). Strategic brand management; Building, measuring and managing brand equity 3rd edition. New Jersey: Pearson Education.
Kenton, W. (2018). Corporate sponsorship. Retrieved from https://www.investopedia.com/terms/c/corporate-sponsorship.asp.
Ko, Y. J., Chang, Y., Park, C., & Herbst, F. (2016). Determinants of consumer attitude toward corporate sponsors: A comparison between a profit and nonprofit sport event sponsorship. Journal of Consumer Behaviour, 16(2), 176–186. DOI: 10.1002/cb.1622
Madrigal, R. (2001). Social identity effects in a belief-attitude-intentions hierarchy: Implications for corporate sponsorship. Psychology and Marketing, 18(2), 145-165. DOI:10.1002/1520-6793(200102)18:2<145::AID-MAR1003>3.0.CO;2-T
Meenaghan, T. (2005). Sports sponsorship in a global age. In J. Amis & T. B. Cornwell (Eds.), Global sports sponsorship (pp. 243–264). Oxford, UK: Berg Publishers.
O’Reilly, N., Lyberger, M., McCarthy, L., Séguin, B., & Nadeau, J. (2008). Mega-special-event promotions and intent to purchase: A longitudinal analysis of the super bowl. Journal of Sport Management, 22, 392-409.
Peluso, A. M., Rizzo, C., & Pino, G. (2019). Controversial sports sponsorships: Effects of sponsor moral appropriateness and self-team connection on sponsored teams and external benefit perceptions. Journal of Business Research, 98, 339–351. DOI: 10.1016/j.jbusres.2019.01.068
Quester, P., & Thompson, B. (2001). Advertising and promotion leverage on arts sponsorship effectiveness. Journal of Advertising Research, 41, 33−47.
Sammut-Bonnici, T. (2015). Brand and branding. Retrieved from 10.1002/9781118785317.weom120161.
Wai, L.L.M.. (2018). Views on sports sponsorship in Singapore. 10.4018/978-1-5225-5475-2.ch013.
Zaharia et al., (2016), The Journal of Strategic Marketing, Routledge
Zhou, F., Mou, J., Su, Q., & Wu, Y. C. J. (2020). How does consumers’ Perception of Sports Stars’ Personal Brand Promote Consumers’ brand love? A mediation model of global brand equity. Journal of Retailing and Consumer Services, 54, 102012.
Published
2020-07-01
How to Cite
Dalangin, J. J. G., Pascua, L. L., Aquino, R. J., & Cereno Jr, E. P. (2020). Mediating the sport consumer behaviour model: Analysis in non-sporting brand. Jurnal Studi Komunikasi, 4(2), 282-295. https://doi.org/10.25139/jsk.v4i2.2386
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