Attitudes Toward Sponsorship at a State Sports Festival

Authors: Dees, Windy; Bennett, Gregg; Tsuji, Yosuke

Source: Event Management, Volume 10, Number 2, 2007 , pp. 89-101(13)

Publisher: Cognizant Communication Corporation

Buy & download fulltext article:

Price: $25.00 plus tax (Refund Policy)

Abstract:

Sponsorships generate much needed revenue to produce the event, create awareness of the activity, and aid in its promotion. Because sponsorship is such an important facet of event production and execution, further investigation regarding the effectiveness of such activations on event consumers (attendees) seems justified. The purpose of this study was to assess consumers' affective and behavioral responses to commercial sponsors at a state sports festival. Exploratory factor analysis revealed three distinct factors: attitude toward event, attitude toward commercialization, and attitude toward behavioral intent. Regression analysis indicated that attitude toward commercialization and attitude toward event were both significant (p < 0.001) predictors of consumer purchase intentions at this state sports festival. Overall, the study revealed favorable findings for this state sports festival and its constituents. Marketing implications and future research directions are discussed.

Keywords: SPONSORSHIP ATTITUDES; SPORT SPONSORSHIPS; SPORTING EVENTS; MEASURES OF EFFECTIVENESS

Document Type: Research article

Publication date: 2007-04-01

More about this publication?

Event Management, an International Journal, intends to meet the research and analytic needs of a rapidly growing profession focused on events. This field has developed in size and impact globally to become a major business with numerous dedicated facilities, and a large-scale generator of tourism. The field encompasses meetings, conventions, festivals, expositions, sport and other special events. Event management is also of considerable importance to government agencies and not-for-profit organizations in a pursuit of a variety of goals, including fund-raising, the fostering of causes, and community development.