IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v11y2019i22p6389-d286662.html
   My bibliography  Save this article

The Impact of Sport Sponsorship Perceptions and Attitudes on Purchasing Decision of Fans as Consumers—Relevance for Promotion of Corporate Social Responsibility and Sustainable Practices

Author

Listed:
  • Boban Melovic

    (Faculty of Economics, University of Montenegro, 81000 Podgorica, Montenegro)

  • Suncica Rogic

    (Faculty of Economics, University of Montenegro, 81000 Podgorica, Montenegro)

  • Julija Cerovic Smolovic

    (Faculty of Economics, University of Montenegro, 81000 Podgorica, Montenegro)

  • Branislav Dudic

    (Faculty of Management, Comenius University in Bratislava, 82005 Bratislava, Slovakia
    Faculty of Economics and Engineering Management, University Business Academy, 21000 Novi Sad, Serbia)

  • Michal Gregus

    (Faculty of Management, Comenius University in Bratislava, 82005 Bratislava, Slovakia)

Abstract

The aim of this paper is to investigate the impact of sponsorship perceptions and attitudes of sport team fans on their purchasing decision, as well as to investigate the significance of sport sponsorship in promoting socially responsible companies and other sustainable practices in society. This paper gives insight in possibilities and effects of promoting sustainable activities and socially responsible companies, through sport sponsorship, by targeting and educating sport team fans as a very important consumer segment. Data were collected from anonymous respondents who are fans of different sport teams. Attitudes were measured by asking the respondents to rank the statements based on a 5-point Likert scale. In order to analyze the data, structural equation modelling was conducted using R package. Results show that the attitudes towards sponsorship, as well as sponsorship perceptions, have a strong positive impact on the purchasing decisions of consumers, regarding products of sponsors, which enables the creation of a loyal base of fans as consumers. Results also reveal that sport sponsorship can be an effective way of promoting socially responsible companies and sustainable practices, giving an opportunity to create an educated and highly dedicated consumer base. In this way the positive effects of sports and sponsorship are spreading beyond the stadiums and arenas. These findings can help companies that are considering investing in this form of marketing, in adequately selecting and managing the campaign, but also can be very useful for official institutions in their efforts to foster sustainable practices in society. Although the fact that the research was conducted only in Montenegro can be stated as a limitation, it should be noted that this type of research has been done for the first time in this area, which gives special value to the research and increases the importance of its contribution to the existing base of scientific papers in this field.

Suggested Citation

  • Boban Melovic & Suncica Rogic & Julija Cerovic Smolovic & Branislav Dudic & Michal Gregus, 2019. "The Impact of Sport Sponsorship Perceptions and Attitudes on Purchasing Decision of Fans as Consumers—Relevance for Promotion of Corporate Social Responsibility and Sustainable Practices," Sustainability, MDPI, vol. 11(22), pages 1-16, November.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:22:p:6389-:d:286662
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/11/22/6389/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/11/22/6389/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Marc Mazodier & Dwight Merunka, 2012. "Achieving brand loyalty through sponsorship: the role of fit and self-congruity," Post-Print hal-01822308, HAL.
    2. Ingo Balderjahn & Anja Buerke & Manfred Kirchgeorg & Mathias Peyer & Barbara Seegebarth & Klaus-Peter Wiedmann, 2013. "Consciousness for sustainable consumption: scale development and new insights in the economic dimension of consumers’ sustainability," AMS Review, Springer;Academy of Marketing Science, vol. 3(4), pages 181-192, December.
    3. Catherine Bachleda & Ahlam Fakhar & Zineb Elouazzani, 2016. "Quantifying the effect of sponsor awareness and image on the sports involvement–purchase intention relationship," Sport Management Review, Taylor & Francis Journals, vol. 19(3), pages 293-305, July.
    4. Chien, P. Monica & Cornwell, T. Bettina & Pappu, Ravi, 2011. "Sponsorship portfolio as a brand-image creation strategy," Journal of Business Research, Elsevier, vol. 64(2), pages 142-149, February.
    5. Bachleda, Catherine & Fakhar, Ahlam & Elouazzani, Zineb, 2016. "Quantifying the effect of sponsor awareness and image on the sports involvement–purchase intention relationship," Sport Management Review, Elsevier, vol. 19(3), pages 293-305.
    6. Panzone, Luca & Hilton, Denis & Sale, Laura & Cohen, Doron, 2016. "Socio-demographics, implicit attitudes, explicit attitudes, and sustainable consumption in supermarket shopping," Journal of Economic Psychology, Elsevier, vol. 55(C), pages 77-95.
    7. Kuang-Hua Hu & Fu-Hsiang Chen & Gwo-Hshiung Tzeng, 2016. "Evaluating the Improvement of Sustainability of Sports Industry Policy Based on MADM," Sustainability, MDPI, vol. 8(7), pages 1-21, June.
    8. Marko Perić & Jelena Đurkin & Nicholas Wise, 2016. "Leveraging Small-Scale Sport Events: Challenges of Organising, Delivering and Managing Sustainable Outcomes in Rural Communities, the Case of Gorski kotar, Croatia," Sustainability, MDPI, vol. 8(12), pages 1-17, December.
    9. Noni Zaharia & Simon Brandon-Lai & Jeffrey James, 2017. "Show Me the Money: On Predicting Actual Purchases in Cross-National Sponsorship," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(4), pages 38-53, August.
    10. Cornwell, T. Bettina & Coote, Leonard V., 2005. "Corporate sponsorship of a cause: the role of identification in purchase intent," Journal of Business Research, Elsevier, vol. 58(3), pages 268-276, March.
    11. Noni Zaharia & Kurt C. Mayer Jr. & Eric Hungenberg & Dianna Gray & David Stotlar, 2016. "Is Sport Sponsorship Global? Evidence from the United States, the United Kingdom, and India," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(3), pages 43-57, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Jae-Gu Yu & Yun-Duk Jeong & Suk-Kyu Kim, 2021. "Verifying the Effectiveness of Sports Event Policies for a City’s Sustainable Growth: Focusing on the Multiple Effects," Sustainability, MDPI, vol. 13(6), pages 1-15, March.
    2. Chen-Yueh Chen & Yi-Hsiu Lin, 2021. "Social Entrepreneurship in Professional Sports: Antecedents and Outcomes from the Consumer Perspective," Sustainability, MDPI, vol. 13(3), pages 1-18, January.
    3. Tien-Chin Wang & Tsai-Yun Huang & Chien-Hui Lee, 2023. "Exploring the Preference of Corporations for Sponsorship Motives and the Impact of Sponsorship Motives on Sponsoring Intention in Post-Epidemic Era: Using Two Different Approaches—FPR and SEM," Sustainability, MDPI, vol. 15(10), pages 1-22, May.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. T. Bettina Cornwell & Youngbum Kwon, 2020. "Sponsorship-linked marketing: research surpluses and shortages," Journal of the Academy of Marketing Science, Springer, vol. 48(4), pages 607-629, July.
    2. Kleopatra Konstantoulaki & Ioannis Rizomyliotis & Apostolos Giovanis & Vittorio Conti & Christos Kallandranis, 2017. "Sponsoring Sports Teams with Low Media Exposure: An Exploratory Investigation on Small and Medium Sized B2B Firms," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(5), pages 77-94, October.
    3. Jaskirat Singh Rai & Apar Singh, 2020. "The Impact of Team Association on Attendees’ Product Knowledge and Purchase Intentions: A Case of Indian Premier League," IIM Kozhikode Society & Management Review, , vol. 9(2), pages 202-212, July.
    4. Àngela Elisa Aguiló-Lemoine & Francisco Rejón-Guardia & María Antonia García-Sastre, 2020. "Congruence Effects on the Effectiveness of Sponsorship of Sport Event Websites: An Experimental Approach," Sustainability, MDPI, vol. 12(19), pages 1-17, October.
    5. Jianjun Li & Zhenyu Gu & Yonghui Dai, 2022. "Impact of Sports Sponsorship Motivation on Consumer Purchase Intention: Mediating Effect Based on Consumer Attitude," Sustainability, MDPI, vol. 14(22), pages 1-15, November.
    6. Hughes, Douglas E. & Richards, Keith A. & Calantone, Roger & Baldus, Brian & Spreng, Richard A., 2019. "Driving In-Role and Extra-Role Brand Performance among Retail Frontline Salespeople: Antecedents and the Moderating Role of Customer Orientation," Journal of Retailing, Elsevier, vol. 95(2), pages 130-143.
    7. Jae-Gu Yu & Yun-Duk Jeong & Suk-Kyu Kim, 2021. "Verifying the Effectiveness of Sports Event Policies for a City’s Sustainable Growth: Focusing on the Multiple Effects," Sustainability, MDPI, vol. 13(6), pages 1-15, March.
    8. Büyükdağ, Naci & Soysal, Ayşe Nur & Ki̇tapci, Olgun, 2020. "The effect of specific discount pattern in terms of price promotions on perceived price attractiveness and purchase intention: An experimental research," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    9. Lin, Sheng-Hau & Zhao, Xiaofeng & Wu, Jiuxing & Liang, Fachao & Li, Jia-Hsuan & Lai, Ren-Ji & Hsieh, Jing-Chzi & Tzeng, Gwo-Hshiung, 2021. "An evaluation framework for developing green infrastructure by using a new hybrid multiple attribute decision-making model for promoting environmental sustainability," Socio-Economic Planning Sciences, Elsevier, vol. 75(C).
    10. Michal Varmus & Milan Kubina & Pavol Boško & Martin Mičiak, 2022. "Application of the Perceived Popularity of Sports to Support the Sustainable Management of Sports Organizations," Sustainability, MDPI, vol. 14(3), pages 1-22, February.
    11. Milena Nedeljković Knežević & Marko D. Petrović & Slađana Nedeljković & Maja Mijatov & Milan M. Radovanović & Mirjana Gajić & Miroslav Škoda, 2019. "Changes in Traditional Activities of Industrial Area toward Sustainable Tourism Development," Sustainability, MDPI, vol. 11(22), pages 1-16, November.
    12. José María Martín Martín & José Antonio Rodriguez Martín & Karla Aída Zermeño Mejía & José Antonio Salinas Fernández, 2018. "Effects of Vacation Rental Websites on the Concentration of Tourists—Potential Environmental Impacts. An Application to the Balearic Islands in Spain," IJERPH, MDPI, vol. 15(2), pages 1-14, February.
    13. Stadler Blank, Ashley & Koenigstorfer, Joerg & Baumgartner, Hans, 2018. "Sport team personality: It’s not all about winning!," Sport Management Review, Elsevier, vol. 21(2), pages 114-132.
    14. Jane Kolodinsky & Hannah Lacasse & Katherine Gallagher, 2020. "Making Hemp Choices: Evidence from Vermont," Sustainability, MDPI, vol. 12(15), pages 1-15, August.
    15. Mehmet Efe Biresselioglu & Cigdem Kentmen-Cin & Muhittin Hakan Demir & Zehra Funda Savas & Berfu Solak & Burcin Onder & Gozde Ceviker-Cinar & Berker Ozcureci, 2023. "How to Exploit Sustainable Food Consumption Habits of Individuals: Evidence from a Household Survey in Izmir, Türkiye," Sustainability, MDPI, vol. 15(10), pages 1-21, May.
    16. Malik, Faiza & Ishaq, Muhammad Ishtiaq, 2023. "Impact of minimalist practices on consumer happiness and financial well-being," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    17. von Grafenstein, Liza & Iweala, Sarah & Ruml, Anette, 2021. "Information Source and Content – Drivers for Consumers’ Valuation of Fairly Traded Foods," Sustainable Food Systems Discussion Papers 317123, Georg-August-Universitaet Goettingen, Department of Agricultural Economics and Rural Development.
    18. Joerß, Tom & Hoffmann, Stefan & Mai, Robert & Akbar, Payam, 2021. "Digitalization as solution to environmental problems? When users rely on augmented reality-recommendation agents," Journal of Business Research, Elsevier, vol. 128(C), pages 510-523.
    19. Frauke Sander & Ulrich Föhl & Nadine Walter & Vera Demmer, 2021. "Green or social? An analysis of environmental and social sustainability advertising and its impact on brand personality, credibility and attitude," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 429-445, July.
    20. Lang, Le Dang & Lim, Weng Marc & Guzmán, Francisco, 2022. "How does promotion mix affect brand equity? Insights from a mixed-methods study of low involvement products," Journal of Business Research, Elsevier, vol. 141(C), pages 175-190.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:11:y:2019:i:22:p:6389-:d:286662. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.