The Antecedents and Outcomes of Attachment and Sponsor Image Within Charity Sport Events

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Title The Antecedents and Outcomes of Attachment and Sponsor Image Within Charity Sport Events
Author Filo, Kevin Robert; Funk, Daniel Carl; O'Brien, Daniel James
Journal Name Journal of Sport Management
Year Published 2010
Place of publication United States
Publisher Human Kinetics
Abstract Sport events benefiting a charitable cause have emerged as meaningful experiences for participants. These charity sport events may allow event sponsors to shape perceptions of corporate image among event participants. Using the Psychological Continuum Model (PCM) as the theoretical framework, the factors that contribute to participants' perceptions of event sponsors are examined. The influence of this image of event sponsors on behavioral outcomes among participants is also investigated. A post-event questionnaire was administered to participants in a sport event (N = 672) to investigate the relationships among motives, sponsor image, event attachment, purchase intent, and future participation intent. Results reveal that recreation and charity motives contribute to event attachment, while charity motives and event attachment contribute to sponsor image. Significantly, sponsor image and attachment contribute to purchase intent for event sponsors' products. Finally, sponsor image does not influence future participation intent, while event attachment does. The results illustrate the discrete roles that sponsor image and attachment play in sport consumption activities. Suggestions are made for the strategic selection and marketing of events by potential sponsors to most effectively leverage event sponsorship opportunities.
Peer Reviewed Yes
Published Yes
Publisher URI
Copyright Statement Copyright 2010 Human Kinetics. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal website for access to the definitive, published version.
Volume 24
Issue Number 6
Page from 623
Page to 648
ISSN 0888-4773
Date Accessioned 2010-12-03
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject Sport and Leisure Management
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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