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Sustainable Entrepreneurship and Marketing Strategy: Exploring the Consumer “Attitude–Behavioural Intention” Gap in the Sport Sponsorship Context

In: Entrepreneurial Innovation

Author

Listed:
  • Koronios Konstantinos

    (University of Peloponnese)

  • Ntasis Lazaros

    (University of Peloponnese)

  • Dimitropoulos Panagiotis

    (University of Peloponnese)

  • Vanessa Ratten

    (La Trobe University)

Abstract

The present examination zeroed in on the investigation of the attitudinal and behavioural designs with regards to sport sponsorship. All the more accurately, the focal point of the exploration was to provide certain clarifications of the impact of fans’ engagement with sport, the level of their connection with their preferred team, their views about sponsorship and the foreseen trustworthiness of the sponsors on the awareness of and behaviour toward genuine sponsoring companies, just as its ensuing effect on future purchase purposes regarding sponsoring companies’ products. Information derived from 2.752 supporters were effectively assembled and analysed using auxiliary condition demonstrating examination. The discoveries feature the compelling part of the examined variables on directing sport clubs fans to shape positive attitudes and buy sponsors’ products and services, a result of extensive essentialness for both practitioners and academics in the field.

Suggested Citation

  • Koronios Konstantinos & Ntasis Lazaros & Dimitropoulos Panagiotis & Vanessa Ratten, 2022. "Sustainable Entrepreneurship and Marketing Strategy: Exploring the Consumer “Attitude–Behavioural Intention” Gap in the Sport Sponsorship Context," Studies on Entrepreneurship, Structural Change and Industrial Dynamics, in: Vanessa Ratten (ed.), Entrepreneurial Innovation, edition 1, pages 53-61, Springer.
    • Handle: RePEc:spr:seschp:978-981-16-4795-6_5
    DOI: 10.1007/978-981-16-4795-6_5
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    Cited by:

    1. Aleksandra Hlastec & Damijan Mumel & Lidija Hauptman, 2023. "Is There a Relationship between Self-Enhancement, Conservation and Personal Tax Culture?," Sustainability, MDPI, vol. 15(7), pages 1-23, March.

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