No More “Good” Intentions: Purchase Behaviors in Sponsorship

2016 ◽  
Vol 30 (2) ◽  
pp. 162-175 ◽  
Author(s):  
Noni Zaharia ◽  
Rui Biscaia ◽  
Dianna Gray ◽  
David Stotlar
Keyword(s):  
Structural Equation ◽  
The United States ◽  
Equation Model ◽  
Purchase Intentions ◽  
Web Surveys ◽  
Sport Sponsorship ◽  
Sponsorship Effectiveness ◽  
Soccer Fans ◽  
Purchase Behaviors ◽  
The Impact

The growth of sport sponsorship has led to an increase in the number of studies measuring sponsorship outcomes in different sport settings. Most studies, however, have focused on understanding the factors leading to purchase intentions. A more accurate assessment of sponsorship effectiveness would come through measuring actual purchase behaviors. The purpose of this study was to examine a sport sponsorship model that included awareness, fit, attitude toward the sponsor, past purchases, purchase intentions, and actual purchases. Data were collected via longitudinal web surveys conducted with soccer fans from the United States. The results of a structural equation model provided evidence that the relationships among the analyzed sponsorship outcomes did not have a significant effect on actual purchase behaviors. The discussion includes questions about the impact of sponsorship variables such as awareness, fit, attitude toward the sponsor, purchase intentions, and past purchases on actual purchase behaviors.

Not just intentions: predicting actual purchase behavior in sport sponsorship context

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Konstantinos Koronios ◽  
Lazaros Ntasis ◽  
Panagiotis Dimitropoulos ◽  
Vanessa Ratten
Keyword(s):  
Structural Equation ◽  
Empirical Studies ◽  
Equation Model ◽  
Purchase Intentions ◽  
Purchase Behavior ◽  
Consumer Attitude ◽  
Sport Sponsorship ◽  
Content Type ◽  
Comprehensive Framework ◽  
The Impact

PurposeThe scope of this study was to underline the specific aspects of positive consumer attitude and behavior related to sports sponsorship. In more detail, the purpose of this study was to establish a comprehensive sponsorship framework integrating Beliefs about sponsorship, Sponsor's Image, Fans' Attachment with the team, Team's Performance, Fans' Sport Involvement, Sponsors' Sincerity, Awareness of Sponsors, Attitude toward Sponsors, Purchase intentions and Actual Purchases.Design/methodology/approachQuantitative method was utilized and a sum of 2,752 questionnaires were effectively assembled and analyzed by means of SPSS and AMOS. The results of a structural equation model provide an exceptional conceptual framework that underlines the significance of comprehending the role of important factors in sponsorship efficiency.FindingsThis paper provides the context for a discussion. It shows that various antecedents have a significant effect on real – instead of just intentions – purchase behavior regarding sponsors' products and services.Research limitations/implicationsVarious implications for future researches as well as strategies to boost the advantages for both sport clubs and sponsoring firms can be drawn from the suggested model.Originality/valueUp to present, only a handful of empirical studies have looked at the effect of sponsorship on the consumer. The majority of sponsorship studies measure the impact of the sponsorship effort on the recall and recognition of sponsors, with empirical results being inconclusive, with some studies showing high levels of recall and recognition while others show only marginal impact on recall and recognition. The present research provides a comprehensive framework, which can guide future studies by isolating the effect of sponsorship on actual purchase behavior, instead of just estimating individuals' purchase intentions.

scholarly journals Is Sport Sponsorship Global? Evidence from the United States, the United Kingdom, and India

2016 ◽  
Vol 8 (3) ◽  
pp. 43 ◽  
Author(s):  
Noni Zaharia ◽  
Kurt C. Mayer Jr. ◽  
Eric Hungenberg ◽  
Dianna Gray ◽  
David Stotlar
Keyword(s):  
United States ◽  
United Kingdom ◽  
Structural Equation ◽  
The United States ◽  
Purchase Intentions ◽  
Cultural Dimensions ◽  
Equation Modeling ◽  
Sport Sponsorship ◽  
Multiple Group ◽  
The United Kingdom

<p>This study sought to develop and test a cross-national sport sponsorship model. Sponsorship and Hofstede’s cultural dimensions theories were utilized for the theoretical framework for this study. A survey was conducted with 522 Chelsea FC soccer club’s fans from the United States, the United Kingdom, and India in the area of sponsorship through a jersey sponsorship. Single and multiple-group confirmatory factor analysis and structural equation modeling were used to analyze the global sport sponsorship model. The results acknowledged the measurement and structural invariance of a global model for five sport sponsorship outcomes (i.e., sponsorship awareness, sponsorship fit, attitude toward the sponsor, gratitude, and purchase intentions), controlling for age, gender, education, household income and the household’s decision maker. The statistical analyses indicated that structural relationships among the analyzed sponsorship outcomes were invariant among all three countries. The effect of sponsorship fit predicted the presence of purchase intentions, while the attitude toward the sponsor was the strongest predictor of purchase intentions.</p>

scholarly journals Organic Cotton Clothing Purchase Behavior: A Comparative Study of Consumers in the United States and Bangladesh

Textiles ◽  
2021 ◽  
Vol 1 (2) ◽  
pp. 376-386
Author(s):  
Md Nakib Ul Hasan ◽  
Chuanlan Liu ◽  
Bulbul Ahmed
Keyword(s):  
United States ◽  
Social Norms ◽  
Structural Equation ◽  
Reasoned Action ◽  
The United States ◽  
Equation Model ◽  
Purchase Behavior ◽  
Organic Cotton ◽  
Positive Attitudes ◽  
Purchase Behaviors

The purpose of this research was to evaluate the differences and similarities of organic cotton clothing (OCC) purchase behaviors of the consumers who lie at the top and the bottom of the apparel supply chain. The influences of consumers’ sustainability knowledge and social norms on consumers’ attitudes and purchase intentions were examined to understand within the framework of the Theory of Reasoned Action (TRA). Sample data were collected from the United States and Bangladesh and, finally, 136 useable responses were used for the data analysis. Among the useable responses, 85 samples were from the US (containing 91.76% female participants and 4.71% male participants) and 51 responses were from the Bangladesh sample (containing 7.84% female participants and 88.24% male participants). A structural equation model was conducted to test the proposed hypotheses. Findings showed that for US consumers, sustainability knowledge was a powerful predictor of positive attitudes towards OCC, while for Bangladeshi consumers, it was not. In the context of social norms, Bangladeshi consumers demonstrated a strong positive attitudes formation whereas American consumers were found to display less strong relationships. OCC marketers and retailers should concentrate on educating consumers about the real benefits of organic cotton consumption by disseminating proper information about organic cotton fiber and its processing.

Factors Influencing Ethical Purchase Intentions of Consumers in China

2013 ◽  
Vol 41 (10) ◽  
pp. 1693-1703 ◽  
Author(s):  
Xinming Deng
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Behavioral Control ◽  
Equation Model ◽  
Subjective Norms ◽  
Purchase Intentions ◽  
Perceived Behavioral Control ◽  
Wuhan City ◽  
Factors Influencing ◽  
The Impact

I conducted a survey to examine the impact of subjective norms, behavioral attitude, and perceived behavioral control on ethical purchase intention with 445 consumers selected by random sampling in Wuhan City, China. Results based on a structural equation model showed that behavioral attitude, subjective norms, and perceived behavioral control all significantly influenced ethical purchase intention of the respondents, with subjective norms being the strongest predictor of ethical purchase intention. Furthermore, perceived behavioral control not only significantly and directly influenced ethical purchase intention but also had an indirect influence on ethical purchase intention through behavioral attitude as a mediator.

scholarly journals The Influence of Green Brand Affect on Green Purchase Intentions: The Mediation Effects of Green Brand Associations and Green Brand Attitude

2020 ◽  
Vol 17 (11) ◽  
pp. 4089 ◽  
Author(s):  
Yu-Shan Chen ◽  
Tai-Wei Chang ◽  
Hung-Xin Li ◽  
Ying-Rong Chen
Keyword(s):  
Structural Equation Model ◽  
Structural Equation ◽  
Equation Model ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Brand Associations ◽  
Mediation Effects ◽  
Brand Affect ◽  
The Impact ◽  
The Relationship

This study investigates the impact of green brand affect on green purchase intentions and explores the mediation effects of green brand attitude and green brand associations by means of the structural equation model (SEM). There is no previous literature discussing the relationship between brand affect and purchase intentions from the perspective of green marketing. Therefore, this article establishes a green purchase intention framework to fill in the research gap. The research object of this study focuses on Taiwanese consumers who have the purchase experience of information and electronics products in Taiwan. A total of 1000 consumers were randomly selected and 365 valid responses were received. In addition, this research conducted an empirical study using a questionnaire survey and structural equation model (SEM) to verify the research framework. The results show that green brand affect has no direct influence on green purchase intentions. Besides, this study indicates that green brand associations and green brand attitude fully mediate the relationship between green brand affect and green purchase intentions. It implies that green brand affect indirectly influences green purchase intentions via green brand attitude and green brand associations. While companies tend to raise their customers’ green purchase intentions, they need to increase their green brand affect, green brand associations, and green brand attitude.

scholarly journals Sport Sponsorship: The Relationship Between Team Loyalty, Sponsorship Awareness, Attitude Toward the Sponsor, and Purchase Intentions

2013 ◽  
Vol 27 (4) ◽  
pp. 288-302 ◽  
Author(s):  
Rui Biscaia ◽  
Abel Correia ◽  
Antonio Fernando Rosado ◽  
Stephen D. Ross ◽  
João Maroco
Keyword(s):  
Structural Equation ◽  
Equation Model ◽  
Purchase Intentions ◽  
Sport Sponsorship ◽  
Behavioral Loyalty ◽  
Attitudinal Loyalty ◽  
Team Loyalty ◽  
Professional Soccer ◽  
Managerial Implications ◽  
The Relationship

Sponsorship studies have generally been focused on attitudinal measures of fan loyalty to understand the reactions to abstract sponsors. This study examines the relationships between both attitudinal and behavioral loyalty with sponsorship awareness, attitude toward two actual sponsors, and purchase intentions. Data were collected among fans of a professional soccer team, and the results of a structural equation model provide evidence that attitudinal loyalty impacts the attitude toward both sponsors and purchase intentions. Behavioral loyalty influences sponsorship awareness, and impacts differently the attitude and purchase intentions toward each sponsor. Sponsorship awareness influences significantly the attitude toward both sponsors, while the attitude toward the sponsor was the strongest predictor of purchase intentions. These findings highlight the importance of examining actual sponsors and suggest managerial implications, such as the need for sponsors to help attract fans to the stadium and to design additional activation strategies to improve sponsorship value.

scholarly journals Show Me the Money: On Predicting Actual Purchases in Cross-National Sponsorship

2017 ◽  
Vol 9 (4) ◽  
pp. 38 ◽  
Author(s):  
Noni Zaharia ◽  
Simon Brandon-Lai ◽  
Jeffrey James
Keyword(s):  
New Media ◽  
Structural Equation ◽  
Sport Management ◽  
The United States ◽  
Equation Model ◽  
Purchase Intentions ◽  
Cultural Dimensions ◽  
Cultural Dimension ◽  
Academic Field ◽  
Cross National

The improvements in new media technologies in conjunction with the expansion of innovative opportunities for marketing and consuming sport have played direct roles in the globalization of sport. However, those in the Sport Management academic field are still trying to understand the effect of culture on sport consumer behavior. Guided by Hofstede’s cultural dimensions theory, the purpose of this study was to examine the sponsorship and cross-national relationships among the short-term/long-term orientation and individualism/collectivism cultural dimensions, attitude toward a sponsor, gratitude, purchase intentions, and actual purchases. Data were collected via longitudinal web surveys conducted with soccer fans from the United States, the United Kingdom, and India. The results from a structural equation model provided evidence that the individualism/collectivism cultural dimension had a significant effect on gratitude but not on actual purchases, and that the purchase intentions variable was a predictor of actual purchases. 

The impact of restaurant patrons’ flow experience on SNS satisfaction and offline purchase intentions

2018 ◽  
Vol 30 (2) ◽  
pp. 797-816 ◽  
Author(s):  
Jee-Won Kang ◽  
Hyesung Lee ◽  
Young Namkung
Keyword(s):  
Social Networking Sites ◽  
Structural Equation ◽  
Online Survey ◽  
Equation Model ◽  
Purchase Intentions ◽  
Flow Experience ◽  
Content Type ◽  
Four Dimensions ◽  
Time Distortion ◽  
The Impact

Purpose It is important for restaurants’ social networking sites (SNSs) to provide a flow experience because it encourages positive brand responses and attracts consumers. However, there is a paucity of research on SNS flow experience in the restaurant industry, and more importantly, most of the research is focused only on online behavior. Therefore, this study aims to investigate how SNS flow antecedents (skill, challenge, telepresence and time distortion) influence overall flow, SNS satisfaction and offline restaurant purchase intentions. In addition, this study examined the mediating role of SNS satisfaction between flow and offline purchase intentions. Design/methodology/approach An online survey was carried out to examine the patron’s flow experiences. 517 valid responses were analyzed to test hypotheses using structural equation model. Findings The results indicated that four antecedents of SNS flow positively influenced overall flow. Specifically, time distortion was the most influential antecedent. Overall flow positively influenced SNS satisfaction and offline purchase intentions. Furthermore, SNS satisfaction acted as a mediator between overall flow and offline purchase intentions. Practical implications The findings provide not only new insights for restaurant managers to implement SNS marketing but also several strategies to encourage consumer’s flow on restaurant SNS. Originality/value This study investigated the theoretical framework of flow experience more in depth than previous research as dealing with four dimensions of SNS flow antecedents: skill, challenge, telepresence and time distortion.

#INCLUSION – THE IMPACT OF SOCIAL MEDIA COMMUNICATION ON THE LEGITIMACY OF ARMED FORCES

2019 ◽  
pp. 43-60
Author(s):  
EVA MOEHLECKE DE BASEGGIO ◽  
OLIVIA SCHNEIDER ◽  
TIBOR SZVIRCSEV TRESCH
Keyword(s):  
Social Media ◽  
Political Communication ◽  
Structural Equation ◽  
Armed Forces ◽  
Equation Model ◽  
Media Communication ◽  
The Public ◽  
Political Legitimation ◽  
Social Media Communication ◽  
The Impact

The Swiss Armed Forces (SAF), as part of a democratic system, depends on legitimacy. Democracy, legitimacy and the public are closely connected. In the public sphere the SAF need to be visible; it is where they are controlled and legitimated by the citizens, as part of a deliberative discussion in which political decisions are communicatively negotiated. Considering this, the meaning of political communication, including the SAF’s communication, becomes obvious as it forms the most important basis for political legitimation processes. Social media provide a new way for the SAF to communicate and interact directly with the population. The SAF’s social media communication potentially brings it closer to the people and engages them in a dialogue. The SAF can become more transparent and social media communication may increase its reputation and legitimacy. To measure the effects of social media communication, a survey of the Swiss internet population was conducted. Based on this data, a structural equation model was defined, the effects of which substantiate the assumption that the SAF benefits from being on social media in terms of broadening its reach and increasing legitimacy values.

scholarly journals SEM-PLS Approach to Green Building

Encyclopedia ◽  
2021 ◽  
Vol 1 (2) ◽  
pp. 472-481
Author(s):  
Nasim Aghili ◽  
Mehdi Amirkhani
Keyword(s):  
Structural Equation ◽  
Green Building ◽  
Well Being ◽  
The United States ◽  
Assessment Method ◽  
Assessment System ◽  
Renewable Materials ◽  
Sustainable Building ◽  
Building Operation ◽  
The Impact

Green buildings refer to buildings that decrease adverse environmental effects and maintain natural resources. They can diminish energy consumption, greenhouse gas emissions, the usage of non-renewable materials, water consumption, and waste generation while improving occupants’ health and well-being. As such, several rating tools and benchmarks have been developed worldwide to assess green building performance (GBP), including the Building Research Establishment Environmental Assessment Method (BREEAM) in the United Kingdom, German Sustainable Building Council (DGNB), Leadership in Energy and Environmental Design (LEED) in the United States and Canada, Comprehensive Assessment System for Built Environment Efficiency (CASBEE) in Japan, Green Star in Australia, Green Mark in Singapore, and Green Building Index in Malaysia. Energy management (EM) during building operation could also improve GBP. One of the best approaches to evaluating the impact of EM on GBP is by using structural equation modelling (SEM). SEM is a commanding statistical method to model testing. One of the most used SEM variance-based approaches is partial least squares (PLS), which can be implemented in the SmartPLS application. PLS-SEM uses path coefficients to determine the strength and significance of the hypothesised relationships between the latent constructs.

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