IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2023i10p8087-d1148201.html
   My bibliography  Save this article

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

Author

Listed:
  • Tien-Chin Wang

    (Institute of Management, National Kaohsiung University of Science and Technology, Kaohsiung 807, Taiwan)

  • Tsai-Yun Huang

    (Institute of Management, National Kaohsiung University of Science and Technology, Kaohsiung 807, Taiwan)

  • Chien-Hui Lee

    (Institute of Management, National Kaohsiung University of Science and Technology, Kaohsiung 807, Taiwan)

Abstract

The aim of this study is to explore the preference of corporations for sponsorship motives and the impact of sponsorship motives on sponsoring intention in the post-epidemic era of COVID-19. Taking a Taiwanese company as a case study, a total of 60 expert groups comprising 300 respondents (the management of the sampled companies) were surveyed in the post-epidemic period, with data being collected from 60 sampled companies in February–May 2022. Data were analyzed by using two different functional approaches, including fuzzy preference relations (FPR) for the first survey (study 1) and structural equation model (SEM) for the second survey (study 2). Results reveal that corporate image is the most preferential motive of sponsorship and also demonstrates the most significant and positive influence on sponsoring intention. Meanwhile, the measured factor of performing corporate social responsibility (CSR) appears the most correlated with the construct of corporate image. Based on the results, the study can fully fill the gap between sponsorship motives and sponsoring intention in sponsorship knowledge. Additionally, the conjunction of FPR and SEM can also create methodological synergies, namely, enhancing complementary effects and achieving better holistic analysis. Findings also suggest that special attention should be paid to CSR, which plays a pivotal role in affecting the decision of corporations for sponsorship motives and sponsoring intention and, in a post-epidemic era, continuing to develop CSR actions to enhance corporate image can be the best strategy while facing internal and external challenges of implementing sustainable development (SD).

Suggested Citation

  • 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.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:10:p:8087-:d:1148201
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/10/8087/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/15/10/8087/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Jay Trivedi, 2020. "Effect of corporate image of the sponsor on brand love and purchase intentions: The moderating role of sports involvement," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 30(2), pages 188-209, April.
    2. 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.
    3. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    4. Joon-ho Kim & Seung-hye Jung & Jung-sik Roh & Hyun-ju Choi, 2021. "Success Factors and Sustainability of the K-Pop Industry: A Structural Equation Model and Fuzzy Set Analysis," Sustainability, MDPI, vol. 13(11), pages 1-22, May.
    5. Chih-Cheng Chen & Asif Khan & Tanaporn Hongsuchon & Athapol Ruangkanjanases & Yen-Tzu Chen & Ornlatcha Sivarak & Shih-Chih Chen, 2021. "The Role of Corporate Social Responsibility and Corporate Image in Times of Crisis: The Mediating Role of Customer Trust," IJERPH, MDPI, vol. 18(16), pages 1-20, August.
    6. Jan Schönberner & Herbert Woratschek & Guido Ellert, 2021. "Hidden agenda in sport sponsorship – The influence of managers’ personal objectives on sport sponsorship decisions," Sport Management Review, Taylor & Francis Journals, vol. 24(2), pages 204-225, March.
    7. Saaty, Thomas L., 1990. "How to make a decision: The analytic hierarchy process," European Journal of Operational Research, Elsevier, vol. 48(1), pages 9-26, September.
    8. Cuesta-Valiño, Pedro & Gutiérrez-Rodríguez, Pablo & Loranca-Valle, Cristina, 2022. "Sponsorship image and value creation in E-sports," Journal of Business Research, Elsevier, vol. 145(C), pages 198-209.
    9. Verena Batt & Matthias Holzer & Manfred Bruhn & Sven Tuzovic, 2021. "Effects of sponsorship quality and quantity on employee brand behavior," Journal of Brand Management, Palgrave Macmillan, vol. 28(5), pages 495-509, September.
    10. Herrera-Viedma, E. & Herrera, F. & Chiclana, F. & Luque, M., 2004. "Some issues on consistency of fuzzy preference relations," European Journal of Operational Research, Elsevier, vol. 154(1), pages 98-109, April.
    11. Zaidi, Syed Yasir Abbas & Jamshed, Samia, 2021. "The Role of Green Human Resource Management Practices towards Attaining Sustainable Development Goals through Corporate Sector," Sustainable Business and Society in Emerging Economies, CSRC Publishing, Center for Sustainability Research and Consultancy Pakistan, vol. 3(4), pages 665-682, December.
    12. Yan Gao & Qian Dong & Yi Deng, 2022. "Are Farmers in National Park Communities Willing to Reallocate Their Lands? A Situational Analysis," IJERPH, MDPI, vol. 19(14), pages 1-21, July.
    13. Seung Pil Lee, 2020. "Sustainable Reciprocity Mechanism of Social Initiatives in Sport: The Mediating Effect of Gratitude," Sustainability, MDPI, vol. 12(21), pages 1-18, November.
    14. 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.
    15. Konstantinos Koronios & Lazaros Ntasis & Panagiotis Dimitropoulos & Anna Gerke, 2022. "Unlocking the black box of sponsorship in participant-based sport," Post-Print hal-03924080, HAL.
    16. 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.
    17. Shohei Takamatsu, 2022. "The relationship between sponsorship objectives and sport team reputation among sponsor companies: An exploratory study focusing on sponsors of a Japanese professional women’s volleyball club," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 32(2), pages 252-268, April.
    Full references (including those not matched with items on IDEAS)

    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. Knoeri, Christof & Binder, Claudia R. & Althaus, Hans-Joerg, 2011. "Decisions on recycling: Construction stakeholders’ decisions regarding recycled mineral construction materials," Resources, Conservation & Recycling, Elsevier, vol. 55(11), pages 1039-1050.
    2. Johanna Vásquez & Sergio Botero, 2020. "Hybrid Methodology to Improve Health Status Utility Values Derivation Using EQ-5D-5L and Advanced Multi-Criteria Techniques," IJERPH, MDPI, vol. 17(4), pages 1-18, February.
    3. Jiakun Liu & Xinxiang Gao & Yi Cao & Naveed Mushtaq & Jiuming Chen & Li Wan, 2022. "Catalytic Effect of Green Human Resource Practices on Sustainable Development Goals: Can Individual Values Moderate an Empirical Validation in a Developing Economy?," Sustainability, MDPI, vol. 14(21), pages 1-23, November.
    4. L. Xu & J. Shen & D. Marinova & X. Guo & F. Sun & F. Zhu, 2013. "Changes of public environmental awareness in response to the Taihu blue-green algae bloom incident in China," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 15(5), pages 1281-1302, October.
    5. Carl Marnewick & Gilbert Silvius & Ron Schipper, 2019. "Exploring Patterns of Sustainability Stimuli of Project Managers," Sustainability, MDPI, vol. 11(18), pages 1-17, September.
    6. Muskan Sachdeva & Ritu Lehal & Sanjay Gupta & Aashish Garg, 2021. "What make investors herd while investing in the Indian stock market? A hybrid approach," Review of Behavioral Finance, Emerald Group Publishing Limited, vol. 15(1), pages 19-37, September.
    7. Flavio Martins & Maria Fatima Almeida & Rodrigo Calili & Agatha Oliveira, 2020. "Design Thinking Applied to Smart Home Projects: A User-Centric and Sustainable Perspective," Sustainability, MDPI, vol. 12(23), pages 1-27, December.
    8. Maria Andersson & Ola Eriksson & Chris Von Borgstede, 2012. "The Effects of Environmental Management Systems on Source Separation in the Work and Home Settings," Sustainability, MDPI, vol. 4(6), pages 1-17, June.
    9. Bice Cavallo, 2019. "Coherent weights for pairwise comparison matrices and a mixed-integer linear programming problem," Journal of Global Optimization, Springer, vol. 75(1), pages 143-161, September.
    10. Tran Huy Phuong & Thanh Trung Hieu, 2015. "Predictors of Entrepreneurial Intentions of Undergraduate Students in Vietnam: An Empirical Study," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 5(8), pages 46-55, August.
    11. Clara Cardone-Riportella & María José Casasola-Martinez & Isabel Feito-Ruiz, 2014. "Do Entrepreneurs Come From Venus Or Mars? Impact Of Postgraduate Studies: Gender And Family Business Background," Working Papers 14.04, Universidad Pablo de Olavide, Department of Financial Economics and Accounting (former Department of Business Administration), revised Sep 2014.
    12. Peng Cheng & Zhe Ouyang & Yang Liu, 0. "The effect of information overload on the intention of consumers to adopt electric vehicles," Transportation, Springer, vol. 0, pages 1-20.
    13. Ruijie Zhu & Guojing Zhao & Zehai Long & Yangjie Huang & Zhaoxin Huang, 2022. "Entrepreneurship or Employment? A Survey of College Students’ Sustainable Entrepreneurial Intentions," Sustainability, MDPI, vol. 14(9), pages 1-15, May.
    14. Alsalem, Amani & Fry, Marie-Louise & Thaichon, Park, 2020. "To donate or to waste it: Understanding posthumous organ donation attitude," Australasian marketing journal, Elsevier, vol. 28(3), pages 87-97.
    15. Pan, Jing Yu & Liu, Dahai, 2022. "Mask-wearing intentions on airplanes during COVID-19 – Application of theory of planned behavior model," Transport Policy, Elsevier, vol. 119(C), pages 32-44.
    16. Benoît Lécureux & Adrien Bonnet & Ouassim Manout & Jaâfar Berrada & Louafi Bouzouina, 2022. "Acceptance of Shared Autonomous Vehicles: A Literature Review of stated choice experiments," Working Papers hal-03814947, HAL.
    17. Jacqueline Ruth & Steffen Willwacher & Oliver Korn, 2022. "Acceptance of Digital Sports: A Study Showing the Rising Acceptance of Digital Health Activities Due to the SARS-CoV-19 Pandemic," IJERPH, MDPI, vol. 19(1), pages 1-16, January.
    18. Jariyasunant, Jerald & Carrel, Andre & Ekambaram, Venkatesan & Gaker, David & Sengupta, Raja & Walker, Joan L., 2012. "The Quantified Traveler: Changing transport behavior with personalized travel data feedback," University of California Transportation Center, Working Papers qt3047k0dw, University of California Transportation Center.
    19. Brown, Philip & Roper, Simon, 2017. "Innovation and networks in New Zealand farming," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 61(3), July.
    20. Teodora Roman, 2009. "Study regarding entrepreneurial intentions among students," THE YEARBOOK OF THE "GH. ZANE" INSTITUTE OF ECONOMIC RESEARCHES, Gheorghe Zane Institute for Economic and Social Research ( from THE ROMANIAN ACADEMY, JASSY BRANCH), vol. 18, pages 87-94.

    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:15:y:2023:i:10:p:8087-:d:1148201. 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.