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- Title
Testing a Hierarchy of Effects Model of Sponsorship Effectiveness.
- Authors
Alexandris, Kostas; Tsiotsou, Rodoula H.
- Abstract
The objective of this research was to test the application of an alternative hierarchy of effects model (affect, cognition, and conation) in the context of sponsorship. Activity involvement and team attachment (affect) were proposed to influence sponsor image and attitudes toward sponsorship (cognition), which in turn were proposed to influence consumer behavioral intentions (conation). Fans of a professional basketball team in Greece (N = 384) participated in the study. The results provided support for the alternative hierarchy of effects model and its application in the context of sponsorship. Team attachment (affect) was shown to have both a direct and indirect relationship with behavioral intentions (conation), through its influence on sponsor image and attitudes toward sponsorship (cognition). Furthermore, the attraction dimension of involvement was shown to influence team attachment. The theoretical and managerial implications of these results are discussed.
- Subjects
GREECE; SPORTS sponsorship; HIERARCHY of effects model (Communication); PSYCHOLOGY of sports spectators; BASKETBALL; SPORTS teams -- Finance; CONSUMER behavior research; SPORTS advertising; ECONOMICS
- Publication
Journal of Sport Management, 2012, Vol 26, Issue 5, p363
- ISSN
0888-4773
- Publication type
Article
- DOI
10.1123/jsm.26.5.363