The role of fans attachment and loyalty to team in purchase intention of sponsor products

Document Type : Research Paper

Authors

university of kurdistan

Abstract

The aim of present study was the investigation of relationship between attachment and attitudinal loyalty to team in the purchase intention of sponsor products. Also, the impact of purchase intention in the word of mouth had examined. The statistical population of study were all fans of Perspolis team that at least one time watched the team plays in stadium in the 2016-2017 season, and sample size was determined 420. The research data were collected by use of questionnaire that was taken of previous research. To analyze the data, descriptive and inferential statistics (CFA, SEM) was used. The findings showed that all paths were significant, except path of attitudinal loyalty to behavior loyalty and behavior loyalty to purchase intention. Thus, according to results, behavior loyalty, cannot act as a mediator in the relationship between attitudinal loyalty and purchase intention. The Teams managers can increase purchase intention and word of mouth in the fans, by increase attachment and attitudinal loyalty of fans to their teams.

Keywords

Main Subjects

References

- بهنام، محسن؛ مدیری، ماهرخ؛ هاشمی، سیده زهرا (1394). «تأثیر تبلیغات دهان‌به‌دهان بر ایجاد ارزش ویژه برند مبتنی بر مصرف‌کننده در خدمات ورزشی»، مطالعات مدیریت ورزشی، 31، 85-104.
- جابری، اکبر؛ سلطان حسینی، محمد؛ نادریان جهرمی، مسعود؛ خزائی پول، جواد (1393). «ارائه مدلی برای توسعه وفاداری به برند تیم‌های لیگ برتر فوتبال ایران با روش مدل­سازی معادلات ساختاری»، مدیریت ورزشی، 6(3)، 475-492.
- ملک اخلاق، اسماعیل؛ اکبری، محسن؛ آل طه، سیدحسن (1395). «حمایت ورزشی و تأثیر آن بر دل‌بستگی به برند و وفاداری مشتریان: مطالعه تیم والیبال کاله»، دو فصلنامه مدیریت و توسعه ورزش، 1(8)، 65-84.
-  Abrams, D., & Hogg, M. A. (2007). Social identifications: A social psychology of intergroup relations and group processes: Routledge.
-  Alexandris, K., Douka, S., Bakaloumi, S., & Tsasousi, E. (2008). The influence of spectators' attitudes on sponsorship awareness: a study in three different leisure events. Managing Leisure, 13(1), 1-12.
-  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.
-  Alexandris, K., Tsiotsou, R. H., & James, J. D. (2012). Testing a hierarchy of effects model of sponsorship effectiveness. Journal of Sport Management, 26(5), 363-378.
-  Alonso-Dos-Santos, M., Vveinhardt, J., Calabuig-Moreno, F., & Montoro-Ríos, F. (2016). Involvement and Image Transfer in Sports Sponsorship. Engineering Economics, 27(1), 78-89.
-  Amjadi, F., Yektayar, M., & Pour, M. K. (2016). Effects of perceived value and its dimensions on word of mouth advertising among customers of sports clubs of the city of sanandaj, Iran. European Journal of Physical Education and Sport Science.
-  Baker, M. J., & Churchill Jr, G. A. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing research, 538-555.
-  Bauer, H. H., Stokburger-Sauer, N. E., & Exler, S. (2008). Brand image and fan loyalty in professional team sport: A refined model and empirical assessment. Journal of Sport Management, 22(2), 205.
-  Biscaia, R., Correia, A., Rosado, A. F., Ross, S., & Maroco, J. (2013). Sport sponsorship: The relationship between team loyalty, sponsorship awareness, attitude toward the sponsor, and purchase intentions. Journal of Sport Management, 27, 288-302.
-  Bodet, G., & Bernache‐Assollant, I. (2011). Consumer loyalty in sport spectatorship services: The relationships with consumer satisfaction and team identification. Psychology & Marketing, 28(8), 781-802.
-  Chebli, L., & Gharbi, A. (2014). The Impact of the Effectiveness of Sponsorship on Image and Memorizing: Role of Congruence and Relational Proximity. Procedia-Social and Behavioral Sciences, 109, 913-924.
-  Demirel, A., & Erdogmus, I. E. (2014). Corporate Investment in Sport Sponsorship and its Evaluation. Athens Journal of Sports, 1(3), 173-187.
-  Filo, K., Funk, D., & O'Brien, D. (2010). The antecedents and outcomes of attachment and sponsor image within charity sport events. Journal of Sport Management, 24(6), 623-648.
-  Funk, D. C., & James, J. (2001). The psychological continuum model: A conceptual framework for understanding an individual's psychological connection to sport. Sport Management Review, 4(2), 119-150.
-  Gwinner, K., & Bennett, G. (2008). The impact of brand cohesiveness and sport identification on brand fit in a sponsorship context. Journal of Sport Management, 22(4), 410-426.
-  Harvey, B., Gray, S., & Despain, G. (2006). Measuring the effectiveness of true sponsorship. Journal of Advertising Research, 46(4), 409-398.
-  Jordan, J. S., Walker, M., Kent, A., & Inoue, Y. (2011). The frequency of nonresponse analyses in the Journal of Sport Management. Journal of Sport Management, 25(3), 229-239.
-  Kelley, S. W., & Tian, K. (2004). Fanatical consumption: An investigation of the behavior of sports fans through textual data. Sports marketing and the psychology of marketing communication, 27-65.
-  Koronios, K., Psiloutsikou, M., Kriemadis, A., Zervoulakos, P., & Leivaditi, E. (2016). Sport Sponsorship: The Impact of Sponsor Image on Purchase Intention of Fans. Journal of Promotion Management, 22(2), 238-250.
-  Laczniak, R. N., DeCarlo, T. E., & Ramaswami, S. N. (2001). Consumers’ responses to negative word-of-mouth communication: An attribution theory perspective. Journal of consumer Psychology, 11(1), 57-73.
-  Lee, S., Harris, J., & Lyberger, M. (2011). Recreational golfers' attitudes and awareness of sponsorship: A case study of the 2008 Ryder Cup. Managing Leisure, 16(3), 192-206.
-  Lim, B. C., & Chung, C. M. (2011). The impact of word-of-mouth communication on attribute evaluation. Journal of Business Research, 64(1), 18-23.
-  Mazzarol, T., Sweeney, J. C., & Soutar, G. N. (2007). Conceptualizing word-of-mouth activity, triggers and conditions: an exploratory study. European Journal of Marketing, 41(12/11), 1475-1494.
-  Meenaghan, T., McLoughlin, D., & McCormack, A. (2013). New challenges in sponsorship evaluation actors, new media, and the context of praxis. Psychology & Marketing, 30(5), 444-460.
-  Nassis, P., Theodorakis, N. D., Alexandris, K., Tsellou, A., & Afthinos, Y. TESTING THE ROLE OF TEAM IDENTIFICATION.
-  Neale, L., & Funk, D. (2006). Investigating motivation, attitudinal loyalty and attendance behaviour with fans of Australian Football. International Journal of Sports Marketing and Sponsorship, 7(4), 12-22.
-  Oliver, R. L., Rust, R. T., & Varki, S. (1997). Customer delight: foundations, findings, and managerial insight. Journal of Retailing, 73(3), 311-336.
-  Olson, E. L. (2010). Does sponsorship work in the same way in different sponsorship contexts? European Journal of Marketing, 44(2/1), 180-199.
-  Parker, H. M., & Fink, J. S. (2010). Negative sponsor behaviour, team response and how this impacts fan attitudes. International Journal of Sports Marketing and Sponsorship, 11(3), 17-28.
-  Ratten, V., Ratten, H., Kyoum Kim, Y., Jae Ko, Y., & James, J. (2011). The impact of relationship quality on attitude toward a sponsor. Journal of Business & Industrial Marketing, 26(8), 566-576.
-  Rifon, N. J., Choi, S. M., Trimble, C. S., & Li, H. (2004). Congruence effects in sponsorship: The mediating role of sponsor credibility and consumer attributions of sponsor motive. Journal of Advertising, 33(1), 42-30.
-  Runyan, R. C., Tsiotsou, R., & Alexandris, K. (2009). Delineating the outcomes of sponsorship: sponsor image, word of mouth, and purchase intentions. International Journal of Retail & Distribution Management, 37(4), 358-369.
-  Séguin, B., Teed, K., & O'Reilly, N. J. (2005). National sports organisations and sponsorship: an identification of best practices. International Journal of Sport Management and Marketing, 1(2-1), 69-92.
-  Speed, R., & Thompson, P. (2000). Determinants of sports sponsorship response. Journal of the Academy of Marketing Science, 28(2), 226-238.
-  Stevens, S., & Rosenberger, P. J. (2012). The influence of involvement, following sport and fan identification on fan loyalty: An Australian perspective. International Journal of Sports Marketing and Sponsorship, 13(3), 57-71.
-  Theodorakis, N. D., Wann, D. L., & Weaver, S. (2012). An antecedent model of team identification in the context of professional soccer. Sport Marketing Quarterly, 21(2), 80.
-  Wakefield, K. L., & Bennett, G. (2010). Affective intensity and sponsor identification. Journal of Advertising, 39(3), 99-111.

Files

Share

How to cite

Statistics