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  4. Publikationen School of Management and Law
Please use this identifier to cite or link to this item: https://doi.org/10.21256/zhaw-25794
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dc.contributor.authorThomas, Oliver-
dc.contributor.authorKucza, Gunther-
dc.contributor.authorSchuppisser, Stefan-
dc.date.accessioned2022-10-14T11:48:45Z-
dc.date.available2022-10-14T11:48:45Z-
dc.date.issued2021-
dc.identifier.issn1049-6491de_CH
dc.identifier.issn1540-7594de_CH
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/25794-
dc.description.abstractMost 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).de_CH
dc.language.isoende_CH
dc.publisherRoutledgede_CH
dc.relation.ispartofJournal of Promotion Managementde_CH
dc.rightsLicence according to publishing contractde_CH
dc.subjectKey factorde_CH
dc.subjectMotivationde_CH
dc.subjectSponsorshipde_CH
dc.subjectSport consumptionde_CH
dc.subject.ddc659: Werbung und Öffentlichkeitsarbeitde_CH
dc.titleCan sports sponsorship affect consumers’ motivation for sports consumption?de_CH
dc.typeBeitrag in wissenschaftlicher Zeitschriftde_CH
dcterms.typeTextde_CH
zhaw.departementSchool of Management and Lawde_CH
dc.identifier.doi10.1080/10496491.2021.2009611de_CH
dc.identifier.doi10.21256/zhaw-25794-
zhaw.funding.euNode_CH
zhaw.issue7de_CH
zhaw.originated.zhawYesde_CH
zhaw.pages.end922de_CH
zhaw.pages.start893de_CH
zhaw.publication.statusacceptedVersionde_CH
zhaw.volume28de_CH
zhaw.embargo.end2023-05-29de_CH
zhaw.publication.reviewPeer review (Publikation)de_CH
zhaw.author.additionalNode_CH
zhaw.display.portraitYesde_CH
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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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