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From fans to buyers: antecedents of sponsor's products purchase intention
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Orientador(es)
Resumo(s)
Purpose – This study aims to explore the indirect and direct effect of perceived congruence between fans’
identification with a team and the intention to buy sponsor’s products. The level of perceived congruence
between the sponsor and the sports team, as well as fans’ attitude toward the sponsor and their purchase
intention toward products from the sponsoring company are analyzed.
Design/methodology/approach – A sample of 2,647 football fans who support two well-known Portuguese
professional football teams completed a questionnaire. Structural equation modeling with multigroup analysis
was carried out to test the model and the hypotheses.
Findings – Team identification has an effect on perceived congruence, on attitude toward sponsors and on
intention to buy. The results also show the positive direct and indirect effects of both perceived congruence on
attitude toward the sponsoring company and on purchase intention of sponsors’ products. However, neither
congruence nor attitude show significant results on purchase intention.
Originality/value – This study departs from previous studies, in that it investigates the direct and indirect
(i.e. mediated) effects of perceived congruence. Firstly, it analyzes the mediating effect of perceived congruence
between team identification and purchase intentions. Secondly, it explores the mediating effect of perceived
congruence between team identification and attitude toward the sponsor.
Descrição
Palavras-chave
purchase intention team identification congruence sponsorship football fans
Contexto Educativo
Citação
Silva, A. & Verissímo, J. (2020). From fans to buyers: antecedents of sponsor's products purchase intention. International Journal of Sports Marketing and Sponsorship, Vol.21 No. 3. https://doi.org/10.1108/IJSMS-03-2019-0028
Editora
Emerald Publishing Limited