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

Noni Zaharia, Kurt C. Mayer, Eric Hungenberg, Dianna Gray and David Stotlar

International Journal of Marketing Studies, 2016, vol. 8, issue 3, 43-57

Abstract: 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.

Keywords: global purchase intentions; global sponsorship; India; United Kingdom; United States (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:ibn:ijmsjn:v:8:y:2016:i:3:p:43-57

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