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https://doi.org/10.21256/zhaw-25794| Publication type: | Article in scientific journal |
| Type of review: | Peer review (publication) |
| Title: | Can sports sponsorship affect consumers’ motivation for sports consumption? |
| Authors: | Thomas, Oliver Kucza, Gunther Schuppisser, Stefan |
| et. al: | No |
| DOI: | 10.1080/10496491.2021.2009611 10.21256/zhaw-25794 |
| Published in: | Journal of Promotion Management |
| Volume(Issue): | 28 |
| Issue: | 7 |
| Page(s): | 893 |
| Pages to: | 922 |
| Issue Date: | 2021 |
| Publisher / Ed. Institution: | Routledge |
| ISSN: | 1049-6491 1540-7594 |
| Language: | English |
| Subjects: | Key factor; Motivation; Sponsorship; Sport consumption |
| Subject (DDC): | 659: Advertising and public relations |
| Abstract: | Most of the ample research literature into the outcomes of sports sponsorship focuses on consequences for the sponsor. Consequences for the sponsor-object, i.e., the sponsored sport, sports event, or team, have generally been ignored. In this paper, we investigate if and how sponsors affect consumers’ motivation for sports consumption. Drawing on the literature on sponsorship, branding, and advertisement, we identify three sponsor-related factors and one consumer-related factor that affect this motivation. To test our hypotheses, an online experiment with a sample size of 104 observations was conducted. Using regression analysis, we find that the perceived sincerity of the sponsoring brand and consumers’ sports involvement have a significant positive direct effect on motivation for sports consumption. We also identify event-sponsor fit as a moderating variable between attitude toward the sponsoring brand and the motivation for sports consumption. This study contributes to academic research by extending the sponsorship literature to outcomes for the sponsor-object/sponsee. It also has practical implications in that it provides sports managers with information about factors they should consider when they want to choose the right sponsor and avoid potential negative fan reactions (e.g., fan boycotts). |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/25794 |
| Fulltext version: | Accepted version |
| License (according to publishing contract): | Licence according to publishing contract |
| Restricted until: | 2023-05-29 |
| Departement: | School of Management and Law |
| Appears in collections: | Publikationen School of Management and Law |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 2022_Thomas-Kucza-Schuppisser_Can-sports-sponsorship-affect-motivation-sports-consumption.pdf | Accepted Version | 527.04 kB | Adobe PDF |  View/Open |
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Thomas, O., Kucza, G., & Schuppisser, S. (2021). Can sports sponsorship affect consumers’ motivation for sports consumption? Journal of Promotion Management, 28(7), 893–922. https://doi.org/10.1080/10496491.2021.2009611
Thomas, O., Kucza, G. and Schuppisser, S. (2021) ‘Can sports sponsorship affect consumers’ motivation for sports consumption?’, Journal of Promotion Management, 28(7), pp. 893–922. Available at: https://doi.org/10.1080/10496491.2021.2009611.
O. Thomas, G. Kucza, and S. Schuppisser, “Can sports sponsorship affect consumers’ motivation for sports consumption?,” Journal of Promotion Management, vol. 28, no. 7, pp. 893–922, 2021, doi: 10.1080/10496491.2021.2009611.
THOMAS, Oliver, Gunther KUCZA und Stefan SCHUPPISSER, 2021. Can sports sponsorship affect consumers’ motivation for sports consumption? Journal of Promotion Management. 2021. Bd. 28, Nr. 7, S. 893–922. DOI 10.1080/10496491.2021.2009611
Thomas, Oliver, Gunther Kucza, and Stefan Schuppisser. 2021. “Can Sports Sponsorship Affect Consumers’ Motivation for Sports Consumption?” Journal of Promotion Management 28 (7): 893–922. https://doi.org/10.1080/10496491.2021.2009611.
Thomas, Oliver, et al. “Can Sports Sponsorship Affect Consumers’ Motivation for Sports Consumption?” Journal of Promotion Management, vol. 28, no. 7, 2021, pp. 893–922, https://doi.org/10.1080/10496491.2021.2009611.
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