Sustainable Entrepreneurship and Marketing Strategy: Exploring the Consumer “Attitude–Behavioural Intention” Gap in the Sport Sponsorship Context

Koronios Konstantinos, Ntasis Lazaros (), Dimitropoulos Panagiotis and Vanessa Ratten ()
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Koronios Konstantinos: University of Peloponnese
Ntasis Lazaros: University of Peloponnese
Dimitropoulos Panagiotis: University of Peloponnese
Vanessa Ratten: La Trobe University

A chapter in Entrepreneurial Innovation, 2022, pp 53-61 from Springer

Abstract: Abstract The present examination zeroed in on the investigation of the attitudinal and behavioural designs with regards to sport sponsorship. All the more accurately, the focal point of the exploration was to provide certain clarifications of the impact of fans’ engagement with sport, the level of their connection with their preferred team, their views about sponsorship and the foreseen trustworthiness of the sponsors on the awareness of and behaviour toward genuine sponsoring companies, just as its ensuing effect on future purchase purposes regarding sponsoring companies’ products. Information derived from 2.752 supporters were effectively assembled and analysed using auxiliary condition demonstrating examination. The discoveries feature the compelling part of the examined variables on directing sport clubs fans to shape positive attitudes and buy sponsors’ products and services, a result of extensive essentialness for both practitioners and academics in the field.

Keywords: Attitude; Purchase purposes; Sponsorship; Sport (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:seschp:978-981-16-4795-6_5

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DOI: 10.1007/978-981-16-4795-6_5

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