Upload
others
View
5
Download
0
Embed Size (px)
Citation preview
V° 16/ N°1 / Juin 2020MECAS
182
An Evaluation of the Effectiveness of Sports Sponsorship
among Football Fans in Algeria
1
MECAS
.
MECAS
16:-02-2020/ 2020-05-31/ 2020-06-30
STATISTICA.06
JEL.M37 ; M30 ; M12 ; M5 Abstract :
This research examined the impact of sports sponsorship events on the purchase
intent of Customer. Therefore, intention to purchase a sponsoring brand is treated
as a dependent variable and brand awareness, brand image and attitude towards the
event are independent variables. Then, a model is developed and tested that
examines the effect of these constructs on purchase intention. The model is tested
with data from 200 Fans of the Algerian national team. The data are tested using
STATISTICA.06 structural equation modeling. Results report that brand
awareness, brand image and attitude toward the sponsor was important drivers of
purchase intention. Additionally, the tested model provides an instrument for
V° 16/ N°1 / Juin 2020MECAS
183
measuring sponsorship effectiveness. This paper concludes with some reasons for
the findings, implications of research, and futur areas for research.
Keywords: Sponsor Sponsorship, Brand Awareness, Brand Image, sponsor
attitude, Purchase Intention.
Jel Classification Codes : M5; M12 ; M30 ; M37.
IEG
DardisChoi &
Yoh
Dardis
FahyFarrelly & Quester2004
Shimp
Tench
& Yeomans
Lagae2005
Tripodi
Pitts and Stotlar Rodgers,
Pitts Slattery
Grohs et al.
MilochLambrecht Tobar
Choi & Yoh
Speed & ThompsonD'Astous & Blitz
McDanielMadrigal
Chadwick & Thwaites2005
V° 16/ N°1 / Juin 2020MECAS
184
-
-
-Mobilis
Mobilis
Maloney
MeirArthurTobin& Massingham
Meenaghan
IEG
Kiely Sandler & Shani Sleight
IEGInternational Events Group
Pittsburgh Tribune
NFLMLBNBANHL
NCAA
Shank
Keller
Valkenburg & Buijzen,
Bovée
Riezebos
V° 16/ N°1 / Juin 2020MECAS
185
Woodside & SummersLeongMacdonald &
Sharp
Smith & Wheeler
Macdonald & Sharp
Alexandris et al.
Keller
Tomalieh
Gwinner
Meenaghan
Grohs WagnerVsetecka
Gwinner & Eaton
Keller
Ngan
Tsiotsou & Konstantinos
Chavanat
Alexandris and
TsiotsouKim and KimMadrigal,Meenaghan
Chandon
Wansink& Laurent
Keller
Tomalieh
Zhao & Othman
.TRAFishbein & Ajzen
TPBAjzen
Meenaghan's
Dees et al
V° 16/ N°1 / Juin 2020MECAS
186
Alexandris et al.Barone et al.Close et al.
Martensen et al.
Mobilis
SPSS 23.0
STATISTICA.08
CromptonMeenaghan
Mobilis
Mobilis
Mobilis
Mobilis
MobilisMobilis
Mobilis
Gwinner & BennettDeesSingh Gill, M &
DawraChoi & YohAlana & KabadaySu & Chang
Likert
Google Forms
Mobilis
Mobilis
(%)
115 57
64
85 43 36
35
76
- 24
19.5
Mobilis
164 82
36 18
36.5
Mobilis
≥ 9
- 30 - 72 36
15.5
49 - 22.5
V° 16/ N°1 / Juin 2020MECAS
187
40.5 - 20
10.5
19 9.5
N=200ENA
Mobilis
SPSS.23
KMOBartlett.
F Ficher
Statistica.08
GLS-ML
α
KMO
Bartlett
test
V(X)
F Ficher
AWAR
5,36
,78 ,728 248,47 61,37 7,88
IMAGE
4,83 ,95 ,93 2212,5 73,32 23,77
ATT 4,64 ,83 ,782 400,14 60,87 5,77
PI 4,87 ,96 ,927 2150,7 82,83 14,37
SPSS.23.N=200
KMOKaiser-Meyer et Olkin
FFicher
BartlettChi-2
P<0.05
V° 16/ N°1 / Juin 2020MECAS
188
λi
0,987 -1,295 0,563 Mobilis
AW
AR
0,003 -0,911 0,620 Mobilis.
1,704 -1,484 0,884 Mobilis
.
0,281 -0,953 0,714 Mobilis .
0,558 -1,045 0,651 Mobilis .
IM
AG
E
2,048 -1,474 0,578 Mobilis .
-0,228 -0,756 0,822 Mobilis .
-0,173 -0,835 0,824 Mobilis .
-0,357 -0,823 0,895 Mobilis
-0,574 -0,752 0,921 Mobilis
.
-0,286 -0,783 0,940 Mobilis .
-0,561 -0,714 0,948 Mobilis .
-0,330 -0,800 0,902 Mobilis .
0,244 -1,008 0,820 Mobilis .
-0,076 -0,891 0,673 Mobilis .
AT
T
-0,088 -0,703 0,521 Mobilis
.
-0,530 -0,595 0,735 .
-0,892 -0,400 0,860 .
-0,506 -0,726 0,759 (
-0,758 -0,664 0,856
Mobilis.
INT
-0,289 -0,841 0,915 Mobilis.
-0,469 -0,761 0,904 Mobilis.
0,066 -0,936 0,929 Mobilis.
0,134 -1,009 0,938 Mobilis.
0,553 -1,092 0,876 Mobilis
0,428 -1,102 0,746 Mobilis.
-0,786 -0,685 0,841 Mobilis
.
STAISTICA-0.8-N=200
λi
V° 16/ N°1 / Juin 2020MECAS
189
Fit Index GLS-ML
Chi_2 1187,8
Degree of freedom DF 321
P Level 0.000
Steiger-Lind RMSEA Index 0,107
Joreskog GFI 0,701
Bentler-Bonett Normed Fit Index (NFI) 0,803
Bentler-Bonett Non-Normed Fit Index (NNFI) 0,833
Bentler Comparative Fit Index (CFI) 0,848
Bollen's Delta 0,848
Ch2 /DF 3.7
Statistica.08N=200
chi²=1187,8df=321
df = 3.7chi²
RMSEA-
GFINFI NNFIBCFICFI Bolen‟s Delta
GLS-ML
Standard
Error ξ
Statistic T Prob
Level
P
(BAWAR)-57->(PI) 0,175 0,055 3,206 0,001
(IMAGE)-58->(PI) 0,696 0,038 18,503 0,000
(ATT)-56->(PI) 0,165 0,054 3,053 0,002 (ZETA1)-55-(ZETA1) 0,458 0,051 9,038 0,000
PI PI =BAWAR.0,175. +0,696.IMAGE +. 0,165ATT +0.458
STAISTICA-0.8-N=200
T
PIPurchase Intention
BAWARBrand AwarnessIMAGEBrand
ImageATTAttitude
T≥1.96
Mobilis .
Choi & Yoh Abdel-Naby Ibrahim
Mobilis
V° 16/ N°1 / Juin 2020MECAS
190
T≥1.96
Abdel-Naby IbrahimTomalieh
Mobilis
T≥1.96LuBruhn & Holzer
KellerArens & Weigold
Picton & Broderick
Tanvir Shahid
Mobilis
Tsiotsou and Alexandris, 2012; Choi et al., 2011; Dees et al., 2008
Walraven et al.
V° 16/ N°1 / Juin 2020MECAS
191
Tomalieh
-
-
-
-
-
goodwillBrand fit
Brand involvment
- Abdel-Naby Ibrahim, L, (2014), “An Evaluation of the Effectiveness of Sports Sponsorship among Football Fans in Egypt“, Athens Journal of Sports, 1(2), pp.73-86.
- Ajzen, I. (1985). From intentions to action: A theory of planned behavior. In J. Kuhl & J. Beckman (Eds.),
Action-control: From cognitions to behaviors (pp. 11–39). Heidelberg: Springer. Lu, L-C, et al. (2014). - Alana, A. K & Kabaday, E T. (2014), « Quality antecedents of brand trust and behavioral intention », Procedia -
Social and Behavioral Sciences 150, 619 – 627.
- Tsiotsou, R. & Alexandris, K. (2012), “Testing a hierarchy of effects model of sponsorship effectiveness”, Journal of Sport Management, 26(5), pp.363-378. In Eddy T & Colin Cork B, (2018).
- Alexandris, K., Tsaousi, E. and James, J. (2007), “Predicting sponsorship outcomes from attitudinal constructs:
the case of a professional basketball event”, Sport Marketing Quarterly, 16(3), pp.130-139. Bruhn, M & Holzer, M, (2015).
- Arens, W. F., Weigold, M. F., & Arens, C. (2011). Contemporary Advertising and Integrated Marketing
Communications (13th ed.). McGraw-Hill Irwin. In - Barone, A.J., Miyazaki, A.D. and Taylor, K.A. (2000), “The influence of cause-related marketing on consumer
choice: does one good turn deserve another?”, Journal of the Academy of Marketing Sciences, 28(2), pp.248-262.
Bruhn, M & Holzer, M, (2015). - Bruhn, M & Holzer, M, (2015),"The role of the fit construct and sponsorship portfolio size for event
sponsorship success", European Journal of Marketing, 49 (5/6), pp.874 – 893.
- Chadwick, S (2007), Is sponsorship still sponsorship?, International Journal of Sports Marketing & Sponsorship, Editorial, July. In Woodside MF & Summers, J, (2009).
- Chandon, P., Wansink, B., & Laurent, G. (2000). A benefit congruity framework of sales promotion
effectiveness. Journal of Marketing, 64(4), 65-81. Tomalieh, F. E, (2016). - Choi, J., Tsuji, Y., Hutchinson, M. and Bouchet, A. (2011), “An investigation of sponsorship implications
within a state sports festival: the case of the Florida sunshine state games”, International Journal of Sports
Marketing & Sponsorship, 12(2), pp. 108-123. In Eddy T & Colin Cork B, (2018). - Choi, Y.S. & Yoh T. (2011). « Exploring the effect of communication channels on sponsorship effectiveness: a
case study of Super Bowl XLII”, Int. J. Sport Management and Marketing, 9(1/2), pp.75-93.
V° 16/ N°1 / Juin 2020MECAS
192
- Close, A.G., Finney, R., Lacey, R. and Sneath, J. (2006), “Engaging the consumer through event marketing:
linking attendees with the sponsor, community, and brand”, Journal of Advertising Research, 46(4), pp. 420-433. Bruhn, M & Holzer, M, (2015).
- Crompton, J. L. (2004). Conceptualization and alternate operationalizations of the measurement of sponsorship
effectiveness in sport. Leisure Studies, 23(3), pp.267–281. In Grohs, R & Reisinger, H, (2014). - Cyberjournal of Sport Marketing, 1(2). Retrieved February 2, (2008), from. In Dees, W, et al (2008).
- D‟Astous, A., & Blitz, P. (1995). « Consumer evaluations of sponsorship programmes ». European Journal of
Marketing, 29(12), pp.6–22. In Frank E. Dardis (2009). - Dees, W; Bennett, G & Villegas, J. (2008), “Measuring the Effectiveness of Sponsorship of an Elite
Intercollegiate Football Program Measuring the Effectiveness of Sponsorship of an Elite Intercollegiate Football
Program”, Sport Marifeting Quarteriy,17, pp.79-89. - Eddy T & Colin Cork B, (2018) "Sponsorship antecedents and outcomes in participantsport settings",
International Journal of Sports Marketing and Sponsorship.
- Fahy, J, Farrelly, F & Quester, P (2004), Competitive advantage through sponsorship, European Journal of Marketing, 38(8), pp.1013-30. In Woodside M. F & Summers, J, (2009).
- Frank E. Dardis (2009) Attenuating the Negative Effects of Perceived Incongruence in Sponsorship: How
Message Repetition Can Enhance Evaluations of an “Incongruent” Sponsor, Journal of Promotion Management, 15(1-2), pp.36-56. In Frank E. Dardis (2009).
- Grohs, R & Reisinger, H, (2014), “Sponsorship effects on brand image: The role of exposure and activity
involvement”, Journal of Business Research 67, pp.1018–1025. - Grohs, R., Wagner, U. and Vsetecka, S. (2004) „Assessing the effectiveness of sport sponsorships –an
empirical examination‟, Schmalenbach Business Review, 56, pp.119–138. In Choi, Y.S. & Yoh T. (2011).
- Grohs, R.,Wagner, U., & Vsetecka, S. (2004). Assessing the effectiveness of sports sponsorships An empirical examination. Schmalenbach Business Review, 56(2), 119–138. In Grohs, R & Reisinger, H, (2014).
- Gwinner, K. (1997). A model of image creation and image transfer in event sponsorship. International
Marketing Review, 14(3), 145–158. In Koronios, K. et al. (2016). - Gwinner, K. P., & Eaton, J. P. (1999). Building brand image through event sponsorship: The role of image
transfer. Journal of Advertising, 28(4), pp.47–57. In Grohs, R & Reisinger, H, (2014).
- Gwinner, K., & Bennett, G. (2008). The Impact of Brand Cohesiveness and Sport Identification on Brand Fit in a
Sponsorship Context. Journal of Sport Management, 22(4), 410–426.
- Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(January), pp.1–22. In Grohs, R & Reisinger, H, (2014).
- Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer
Research, 29, 595-600. In Dees, W, et al (2008).
- Kiely. (1993). Sponsorship: It's a buyer's market. Marketing, 2, pp.9-12. In Dees, W, et al (2008).
- Kim, Y.M. and Kim, S. (2009), “The relationships between team attributes, team identification, and sponsor
image”, International Journal of Sports Marketing & Sponsorship, 10(3), pp.215-229. In Eddy T & Colin Cork B, (2018).
- Koronios K, Psiloutsikou M, Kriemadis A, Zervoulakos P & Leivaditi E (2016) Sport Sponsorship: The
Impact of Sponsor Image on Purchase Intention of Fans, Journal of Promotion Management, 22(2), pp.238-250. - Lagae, Wim (2005). Sport sponsorship and marketing communication: A European Perspective .1st ed.
London: Pearson Education Limited. In Ibrahim, (2014).
- Lu, L-C, Chang, W-P, Chang, H-H, (2014), “Consumer attitudes toward blogger‟s sponsored recommendations and purchase intention: The effect of sponsorship type, product type, and brand awareness”,
Computers in Human Behavior 34. pp.258–266.
- Macdonald, E. K., & Sharp, B. M. (2000). Brand awareness effects on consumer decision making for a common, repeat purchase product: A replication. Journal of Business Research, 48(1), 5–15. Lu, L-C, et al.
(2014).
- Madrigal, R. (2000). « The influence of social alliances with sports teams on intentions to purchase corporate sponsors‟ products ». Journal of Advertising, 29(4), pp.13–24. In Frank E. Dardis (2009).
- Madrigal, R. (2001), “Social identity effects in a belief-attitude-intentions hierarchy: implications for corporate
sponsorship”, Psychology & Marketing, 18(2), pp.145-165. In Eddy T & Colin Cork B, (2018). - Madrigal, R. (2001). « Social identity effects in a belief-attitude-intentions hierarchy: Implications for
corporate sponsorship ». Psychology & Marketing, 18(2), pp.145–165. In Frank E. Dardis (2009).
- Maloney, P. (2002). Do sponsorships measure up? Marketing Magazine, 107(27), 13. In Dees, W, et al (2008). - Martensen, A., Gronholt, L., Bendtsen, L. and Juul, M. (2007), “Application of a model for the effectiveness of
event marketing”, Journal of Advertising Research, 47(3), pp.283-301. Bruhn, M & Holzer, M, (2015).
- McDaniel, S. R. (1999). « An investigation of match-up effects in sport sponsorship advertising: The implications of consumer advertising schemas ». Psychology & Marketing, 16(2), pp.163–184. In Frank E. Dardis
(2009).
- Meenaghan, T. (1998). Current developments and future directions in sponsorship. International Journal of Advertising, 17(1), 3–28. In Grohs, R & Reisinger, H, (2014).
- Meenaghan, T. (2001), “Understanding sponsorship effects”, Psychology & Marketing, 18(2), pp.95-122. In
Eddy T & Colin Cork B, (2018). - Meir, R., Arthur, D., Tobin, J., & Massingham, C. (1997). Professional rugby league in Australia: A case study
of sponsor awareness. In Dees, W, et al (2008).
V° 16/ N°1 / Juin 2020MECAS
193
- Miloch, K.S. and Lambrecht, K.W. (2006) „Consumer awareness of sponsorship at grassroots sport events‟,
Sport Marketing Quarterly, 15, pp.147–154. In Choi, Y.S. & Yoh T. (2011). - Ngan, Heidi M.K., Gerad P. Prendergast & Alex S.L. Tsang (2011). 'Linking Sports Sponsorship with
Purchase Intentions: Team Performance, Stars, and the Moderating Role of Team Identification.' European Journal
of marketing, (45)2. pp.551-566. In Ibrahim, (2014). - Picton, D., & Broderick, A. (2005). Integrated marketing communication (2nd ed.). Prentice Hall. In Tomalieh
(2016).
- Pitts, B.G. and Stotlar, D.K. (2002) Fundamentals of Sport Marketing, 2nd ed., Fitness Information Technology, Inc., Morgantown, WV. In Choi, Y.S. & Yoh T. (2011).
- Pitts, S. and Slattery, J. (2004) „An examination of the effects of time on sponsorship awareness levels‟, Sport
Marketing Quarterly, 13, pp.43–54. In Choi, Y.S. & Yoh T. (2011). - Riezebos, R., Kist, B., & Kootstra, G. (2003). Brand Management: A Theoretical and Practical Approach.
Harlow: Financial Times Prentice Hall. Tomalieh, F. E, (2016).
- Rodgers, S. (2004) „Effects of sponsorship congruity on e-sponsors and e-newspapers‟, Journalism and Mass Communication Quarterly, 84(1), pp.24–39. In Choi, Y.S. & Yoh T. (2011).
- Sandier, D., & Shani, D. (1993). Sponsorship and the Olympic Games: The consumer perspective. Sport
Marketing Quarterly, 2(3), 38-43. In Dees, W, et al (2008). - Shank, M.D. (2009) Sports Marketing: A Strategic Perspective, 3rd ed., Prentice Hall, Upper Saddle River, NJ.
- Shimp, Terence A. (2003). Advertising, Promotion & Supplemental Aspects of Integrated Marketing
Communications. 6th ed. CT: Thomson Learning. In Ibrahim, (2014). - Singh Gill, M & Dawra, J (2010) Evaluating Aaker ‟ s sources of brand equity and the mediating role of brand
image », Journal of Targeting, Measurement and Analysis for Marketing Vol. 18, 3/4, 189–198.
- Smith, S., & Wheeler, J. (2002). Managing the customer experience: Turning customers into advocates. London: Prentice Hall Financial Times and Pearson Education Ltd. Lu, L-C, et al. (2014).
- Speed, R & Thompson P, (2000). Determinants of Sports Sponsorship Response. Journal of the Academy of
Marketing Science 28 (2), 26-238. In Woodside MF & Summers, J, (2009). - Speed, R., & Thompson, P. (2000). « Determinants of sports sponsorship response ». Academy of Marketing
Science, 28(2), pp.226–238. In Frank E. Dardis (2009). - Su, J & Chang, A. (2017) "Factors affecting college students‟ brand loyalty toward fast fashion: A consumer-
based brand equity approach", International Journal of Retail & Distribution Management,
- Tanvir, A & Shahid, M. (2012). “ impact of sports sponsorship on brand image and purchase intention”. interdisciplinary journal of contemporary research in business. 4(2). pp.659-667.
- Tench, Raleph & Liz Yeomans. (2006). Exploring Public Relations.1st ed. London:Pearson education limited.
In Ibrahim, (2014).
- Tobar, D. (2006) "Affect and purchase intentions of Super Bowl XL television spectators: examining the
influence of sport fandom, age, and gender‟, Sport Marketing Quarterly, pp.243–252.
- Tomalieh, F. E, (2016), « The Impact of Events Sponsorship on Attendee‟s Purchase Intention: The Mediating Role of Brand Image”, International Journal of Business and Management; 11(8).
- Tripodi, J.A. (2001) „Sponsorship – a confirmed weapon in the promotional armory‟, International Journal of
Sports Marketing and Sponsorship, March/April, pp.95–116. In Choi, Y.S. & Yoh T. (2011). - Tripodi, J.A. (2001). Sponsorship – a confirmed weapon in the promotional armoury, International Journal of
Sports Marketing and Sponsorship 3(1), pp.95-116. In Woodside MF & Summers, J, (2009).
- Tsiotsou, R & Konstantinos A. (2009). 'Delineating the outcomes of sponsorship: sponsor image, word of mouth and purchase intentions.' International journal of retail and distribution management, 3 (4). pp.358-369. In
Ibrahim, (2014).
- Valkenburg, P. M., & Buijzen, M. (2005). Identifying determinants of young children‟s brand awareness: Television, parents, and peers. Journal of Applied Developmental Psychology, 26(4), 456–468. Lu, L-C, et al.
(2014).
- Walraven, M., Koning, R. and van Bottenburg, M. (2012), “The effects of sports sponsorship: a review and research agenda”, The Marketing Review, 12(1), pp. 17-37. In Eddy T & Colin Cork B, (2018).
- Woodside M. F & Summers, J, (2009), “Consumer Awareness of Sponsorship – a FMCG context”, ANZMAC.
pp.1-8. - Zhao, Wenjie & Md Nor Othman (2011). 'Predicting and explaining complaint intention and behaviour of
Malaysian Consumers: An application of the planned behaviour theory. (21), pp.229-252.