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ijcrb.webs.com INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS JUNE 2011 VOL 3, NO 2 Table 2: Regression Analysis Results for Research Hypothesises Factors Hypothesizes R R Square α β Std Error Sig Hypothesis 1 D.V:Brand awareness I.V: Involvement .534 a .285 -.974 .367 .030 .030 Hypothesis 2 D.V: Corporate image I.V: Involvement Hypothesis 3 D.V: Purchase intention I.V: Involvement Hypothesis 4 D.V: Corporate image I.V: Brand awareness Hypothesis 5 .641 a .411 15.467 .389 .024 .000 .549 a .301 3.524 .433 .034 .000 .595 a .354 18.811 .524 .036 .000 .610 a .373 6.742 .700 .046 .000 D.V: Purchase intention I.V: Brand awareness Hypothesis 6 .635 a .403 -7.616 .825 .051 .000 D.V: Purchase intention I.V: Corporate image 7.Discussion The present study was conducted to examine theoretical relationships among the four constructs (i.e. sports involvement, sponsor awareness, corporate image and future purchase intention) of sponsorship effectiveness. Results of the regression analysis generally support the hypothesized relationships. Hypotheses 1, 2 and 3 predicted that sports fan involvement would have a direct and positive influence on sponsor awareness, corporate image and consumers' future purchase intentions. Regression analysis between involvement & awareness(R=0.534, β=0.367, Sig=.03), involvement & image (R=0.641, β=0.389, Sig=.0) and involvement & intention (R=0.549, β=0.433, Sig=.0) provided empirical support for these hypotheses. The results support previous findings that highly involved consumers are more likely to be aware of sponsors (Lardinoit & Derbaix, 2001; Lascu et al, 1995; Yong Jae et al, 2008). The results also indicate that increased event or fan involvement in a particular sponsored activity will evoke a positive emotional orientation towards the sponsor and highly involved consumers are more likely to develop a positive image of the sponsors (Turco, 1995 ;Yong Jae et al,2008). In addition, these highly involved consumers are likely to report an intention to purchase sponsors' products (Dees et al, 2008; Yong Jae et al, 2008).According to the results of this study, individuals who described COPY RIGHT © 2011 Institute of Interdisciplinary Business Research 124
ijcrb.webs.com INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS JUNE 2011 VOL 3, NO 2 themselves as loyal and dedicated fans of the team or event were much more likely to purchase or consider purchasing from sponsors than those who were not avid fans. This substantiates previous studies indicating that highly involved or loyal fans purchase more sponsors’ products and services than casual fans (e.g. Dees et al, 2008; Yong Jae et al, 2008). On the other hand, Pham (2000) suggested that sports involvement may have a directional property. He found that spectator involvement during a soccer game had a curvilinear (i.e. inverted-U) effect on the recognition of embedded billboards. In this case, as involvement to process the event reaches high levels, attention becomes more focused on the relevant sources of information (e.g. the game itself) and away from irrelevant information such as sponsorship stimuli. Accordingly, people highly involved in sport are no longer willing to process irrelevant billboards while watching a soccer game. Thus, timing of sponsorship activities may be another important aspect of involvement that should be considered in future research. Additional variables for future research might include knowledge and social alliances of consumers, as suggested by Cornwell et al (2005). Additionally, the link between purchase intention and actual purchase behavior needs to be more fully explored in the sports sponsorship context. Further empirical investigation of involvement in the context of sponsorship effectiveness might contribute to a greater understanding of this relationship. Hypothesis 4 predicted that fans who are aware of sponsors are likely to develop a positive image of the sponsoring companies. The results of regression analysis (R=0.595, β=0.524, Sig=0) confirmed that there is a positive relationship between these two salient sponsorship variables. The results support the findings of Yong Jae et al (2008) that individuals who recall sponsors have stronger beliefs (i.e. positive images) about sponsors than those who cannot recall sponsors. Hypotheses 5 and 6 predicted that favorable purchase intentions are likely to occur for consumers who are aware of sponsors and hold a positive image of them. The highest correlation coefficient between image and intentions (.63) suggests that image is the most significant predictor of sports fans' intention to purchase sponsors' products. These results support previous research findings that customers with a more favorable image were more likely to purchase a sponsor's products compared to those with a less favorable image. Interestingly, however, the result supported that consumers' awareness of sponsors directly influenced their future purchase intention, The significant impact of image on future purchase intention may suggest that corporate image is a better predictor of sponsorship effectiveness than sponsor awareness when we consider future purchase intention as an ultimate dependent variable of sponsorship. The findings here should be interpreted with caution, for two reasons. First, fans may be aware of corporate sponsors of a sports event, this awareness might not increase purchase intention if fans do not have a positive image of those sponsors. This supports a recent argument that sponsor identification responses may be a judgment task as opposed to a strict memory task, that is, sponsor identification involves a substantial degree of constructive processes that capitalize on general characteristics of the brand such as their perceived relatedness, prominence and general involvement in sponsorship.(Yong Jae et al, 2008) Second, intention to purchase sponsors' products was determined in a general fashion; the specific questions were not repeated for each sponsor recalled. Overall, this study contributes to the field of sponsorship research by extending our understating of key variables of sponsorship effectiveness and their relationships. Future research should include analysis of sponsor impact on sponsor image as well as the role of sponsor image in evaluating sponsorship effectiveness. COPY RIGHT © 2011 Institute of Interdisciplinary Business Research 125
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