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From fans to buyers: antecedents of sponsor's products purchase intention

2020-04-18Journal article Open access
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dc.contributor.authorSilva, A.
dc.contributor.authorVerissimo, Jose Manuel Cristovao
dc.date.accessioned2020-10-04T10:53:32Z
dc.date.available2021-04-18T00:30:10Z
dc.date.issued2020-04-18
dc.description.abstractPurpose – 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.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationSilva, 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-03-2019-0028pt_PT
dc.identifier.doi10.1108/IJSMS-03-2019-0028pt_PT
dc.identifier.issn1464-6668
dc.identifier.urihttp://hdl.handle.net/10400.15/3069
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherEmerald Publishing Limitedpt_PT
dc.relationPortuguese Foundation for Science and Technology, I.P., Grant/Award Number UIDP/04748/ 2020pt_PT
dc.subjectpurchase intentionpt_PT
dc.subjectteam identificationpt_PT
dc.subjectcongruencept_PT
dc.subjectsponsorshippt_PT
dc.subjectfootball fanspt_PT
dc.titleFrom fans to buyers: antecedents of sponsor's products purchase intentionpt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage18pt_PT
oaire.citation.issue3pt_PT
oaire.citation.startPage1pt_PT
oaire.citation.titleInternational Journal of Sports Marketing and Sponsorshippt_PT
oaire.citation.volume21pt_PT
person.familyNameSilva
person.givenNameAlfredo
person.identifier.ciencia-id4C10-5C7C-C3F3
person.identifier.orcid0000-0001-7703-0513
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication63650d76-52c9-4069-9afd-e7ef1681b4da
relation.isAuthorOfPublication.latestForDiscovery63650d76-52c9-4069-9afd-e7ef1681b4da

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