The influence of event-related factors on sport fans' purchase intention: a study of sponsored products during televised sporting events
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 21 July 2023
Issue publication date: 9 January 2024
Abstract
Purpose
It is not possible for every fan of a sport to watch matches at stadiums because of the capacity and location constraints. Furthermore, although sport fans could not physically attend sporting events during the COVID-19 pandemic, corporations still showed interest in sponsoring such events. To better understand this phenomenon, this study examined the effects of fans' event involvement on event reputation, event commercialization, corporate brand credibility, corporate brand image and purchase intentions of the corporate sponsor brand.
Design/methodology/approach
A total of 646 responses were collected from fans of Indian Premier League teams. Confirmatory factor analysis and covariance-based structural equation modelling analyses were conducted on the collected data.
Findings
Results showed that fans' involvement in televised sporting events had a positive influence on the events' reputation, which, in turn, had a significant impact on their corporate brand credibility and image. Furthermore, the corporate brand credibility and image had a positive impact on the fans' purchasing decisions.
Originality/value
This study provides valuable implications for marketing managers aiming to enhance their understanding of the impact of event sponsorship on corporate brands. In addition, the findings provide insight into how to support the development of effective sponsorship strategies in the future. The results suggest that sponsoring companies should consider maintaining the credibility and image of their brands to achieve the desired outcomes from sponsoring such sporting events.
Keywords
Acknowledgements
Since acceptance of this article, the following author(s) have updated their affiliation: Dr Jaskirat Singh Rai, Chitkara Business School, Chitkara University, Punjab, India.
Citation
Rai, J.S., Cho, H., Yousaf, A. and Itani, M.N. (2024), "The influence of event-related factors on sport fans' purchase intention: a study of sponsored products during televised sporting events", Asia Pacific Journal of Marketing and Logistics, Vol. 36 No. 1, pp. 85-105. https://doi.org/10.1108/APJML-11-2022-0959
Publisher
:Emerald Publishing Limited
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