التفاصيل البيبلوغرافية
| العنوان: |
Team identification and sponsors' altruistic motives on the effectiveness of professional soccer sponsorship. |
| المؤلفون: |
Silva, Alfredo |
| المصدر: |
Managing Sport & Leisure; Jul2024, Vol. 29 Issue 4, p629-650, 22p |
| مصطلحات موضوعية: |
SPORTS sponsorship, SPORTS teams, CORPORATE sponsorship, SOCCER players, SOCCER teams, PROFESSIONAL sports, TEAM sports |
| مستخلص: |
In a world where financial investment in sports sponsorship is at risk of committing corporate irresponsibility, how do professional sports team sponsors' attribute altruistic motives and favorable attitudes towards the fans influence purchasing with decisions? For this purpose, a sample of 2,647 fans from two of Portugal's most successful soccer teams completed a questionnaire. A Structural Equation Modelling analysis was carried out to test the model and the hypotheses. Despite the highly commercial context, the high investments made by the sponsors are seen as altruistic by the fans most identified with the sports team. The model explained 46% of attitudes towards sponsors, but the most relevant result in sponsorship effectiveness was the strong mediating role played by the sponsors' altruistic motives. This study extends previous research by providing a unique conceptual framework that highlights the importance of understanding how fans supported by the sponsor's altruistic motives view the sponsor's brand. [ABSTRACT FROM AUTHOR] |
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| قاعدة البيانات: |
Complementary Index |
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