Sport fans' sponsorship evaluation based on their perceived relationship value with a sport property Online publication date: Sat, 21-Feb-2015
by Jinbae Hong
International Journal of Sport Management and Marketing (IJSMM), Vol. 9, No. 1/2, 2011
Abstract: The purpose of this study was to determine whether the strength of the relationship between the sport property and its fans positively affects the fans' evaluation of the property's corporate sponsors. Data were analysed from 288 season ticket holders for a team of the Korean Baseball Organisation (KBO). Structural equation modelling (SEM) was conducted to understand the relationship among the three groups of variables. The results of testing research hypotheses indicated that sport fans' overall satisfaction and the perceived communication effectiveness with a sport property resulted in fans' trust and commitment. In addition, only commitment mediated the three constructs – overall satisfaction, effective communication, and trust – to positively predict the evaluation of a sponsor. These empirical results suggest that sport fans' committed relationship is the primary factor to make the fans positively evaluate corporate sponsorship of the sport property.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Sport Management and Marketing (IJSMM):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com