Michael Chih‐Hung Wang, Megha Jain, Julian Ming‐Sung Cheng and George Kyaw‐Myo Aung
The purpose of this paper is to empirically verify the conventional cause‐and‐effect relationship of fan identification and purchase intention in the context of Asian fans when…
Abstract
Purpose
The purpose of this paper is to empirically verify the conventional cause‐and‐effect relationship of fan identification and purchase intention in the context of Asian fans when both the sponsoring firm and the sponsored team are Western. The paper also proposes and examines the mediating role of sponsor credibility and attitude towards sponsor in the relationship between fan identification and purchase intention.
Design/methodology/approach
A field study was conducted in Bangkok, Thailand, where 350 questionnaires were collected from football fans.
Findings
The findings reveal that, even when both the sponsoring firm and the sponsored sports team are western (i.e. foreign), Asian fans’ identification with the team increases their purchase intention for sponsoring firm's goods. The research also confirms that sponsor credibility and attitude towards sponsors partially mediate the fan identification‐purchase link.
Originality/value
The paper provides valuable insights into the under‐researched aspect of sports sponsorship, by examining the effect on Asian fans’ purchase intension when both the sponsoring firm and the sponsored sports team are western. Moreover, most of the prior literature on sports sponsorship focuses on the direct effect of fan identification on purchase intention. The current study extends the scope of knowledge on sports sponsorship by focusing on the under‐researched but crucial mediating effects of sponsor credibility and attitude towards sponsor.
Details
Keywords
Joliss Helen George and V.K. Ranjith
Drawing upon the Social Identity Theory, this research aims to investigate the effectiveness of Qatar’s soft power sponsorships among the Indian Premier League (IPL) fans in…
Abstract
Purpose
Drawing upon the Social Identity Theory, this research aims to investigate the effectiveness of Qatar’s soft power sponsorships among the Indian Premier League (IPL) fans in India. We explore the relationship between team identification, team-sponsor fit, and purchase intention of sports fans, while also examining the moderating effect of sponsor brand awareness in the context of the IPL.
Design/methodology/approach
Using a quantitative research design, we conducted both offline and online surveys from sports fans. The proposed model was examined using Confirmatory Factor Analysis and Partial Least Square-Structural Equation Modelling to test the study’s hypotheses.
Findings
The results reveal a positive and significant association between team identification and team-sponsor fit, and team-sponsor fit and purchase intention of sponsor brands. Further, brand awareness moderates the relationship between team-sponsor fit and purchase intention of sponsor brands, but not on the team identification and team-sponsor fit relationship.
Research limitations/implications
This research adds to the paradigm of social identity theory and soft power sponsorship research. By providing insights into fans’ predisposition towards the team sponsors, the study will help managers design effective brand promotion strategies.
Originality/value
This research is the first to explore the effectiveness of soft-power sponsorships in the Indian mega-sports landscap. It is also the first to explore the moderating effect of sponsor brand awareness on sponsorship effectiveness, which is determined through the purchase intentions of the sponsor brand.