Effect of corporate image of the sponsor on brand love and purchase intentions: The moderating role of sports involvement

Jay Trivedi

Journal of Global Scholars of Marketing Science, 2020, vol. 30, issue 2, 188-209

Abstract: Indians adore cricket and tend to establish an immediate connection with the brands that associate with it. Of late, well-known brands have taken the road less traveled and sponsored non-cricketing sports (sports other than cricket) leagues in India. This paper focuses on non-cricketing sports sponsorships and explores the influence of the corporate image of the sponsor on brand love, which is further hypothesized to influence purchase intentions for the sponsor’s products. The study further examines the moderating role of sports involvement between corporate image and brand love. The moderating role of sports involvement between brand love and purchase intentions is also studied. The mediating role played by brand love between corporate image, and purchase intentions is tested. A structured questionnaire was administered to 638 respondents who followed non-cricketing sports leagues. The results established that corporate image is positively associated with brand love, which further leads to purchase intentions. Sports involvement strengthened both these relationships.

Date: 2020
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DOI: 10.1080/21639159.2020.1717978

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