Evaluating consumer response associated with sponsorship of major sporting events in Australia

Abstract

Purpose

The purpose of this paper is to investigate the key determinants of positive consumer behaviour associated with sports sponsorship. Using the consumer decision-making process and classical conditioning principles as an underpinning framework, it examines consumer perceptions of a sponsor, sponsored property and sponsorship activity relative to their intention of purchasing a sponsor's product or service. The purchase intention of consumers is analysed as an outcome of five significant constructs: event factors, sponsor factors, sponsorship factors, a pre-purchase response and the transfer of image values.

Design/methodology/approach

Data were collected from approximately 700 respondents using a validated survey instrument. Factor analysis and confirmatory factor analysis were used to analyse survey data. The conceptual model and hypotheses were tested using structural equation modelling.

Findings

The findings revealed that personal beliefs of consumers, sponsor-event fit and image transfer have a strong bearing on their post-event response, which further leads to a strong image transfer value. This is central to predicting a consumer's intention to purchase.

Research limitations/implications

Both sponsors and sponsored properties must invest resources towards market research to facilitate the development and adherence of appropriate fit and congruence objectives. Most importantly, a holistic, consumer-centric approach to sponsorship examination offers marketers a guide to effective sponsorship planning and execution and a sound return for their investment.

Originality/value

Despite its potential importance hardly any research has previously been conducted in relation to the return on investment associated with sponsorship of major sporting events in Australia.

Citation

Lobo, A., Meyer, D. and Chester, Y. (2014), "Evaluating consumer response associated with sponsorship of major sporting events in Australia", Sport, Business and Management, Vol. 4 No. 1, pp. 52-70. https://doi.org/10.1108/SBM-05-2011-0043