Measuring the Effectiveness of Sponsorship of an Elite Intercollegiate Football Program

By W. Dees, Gregg Bennett, J. Villegas. Sport Marketing Quarterly, 2008

173 citations recorded by the source corpus.

Evaluating sponsorship activities at elite intercollegiate sporting events has become critical to determining sponsorship effectiveness and maximizing the relationships between athletic departments and their corporate partners. The purpose of this study was to evaluate the sponsorship of an elite intercollegiate football program by analyzing the effects of the constructs of attitude toward the sponsor, goodwill, and fan involvement on consumer purchase intentions. In this study (N=394), there were 52% males, 77% Caucasians, and 71% percent of the participants ranging from 18-24 years of age. Purchase intentions served as the dependent variable while attitude toward the sponsor, goodwill, and fan involvement served as the independent variables. According to the multiple regression analysis, goodwill had the most impact on consumers’ intentions to support the corporate sponsors via purchasing behaviors. Although attitude toward the sponsor and fan involvement are important facets of sponsorship effectiveness, goodwill may be one of the keys to transforming avid fans into loyal consumers.

Subfields: Gender Studies, Marketing

View Paper: https://www.semanticscholar.org/paper/a7e85e389d4659709f1225df5836e8cde06234aa

How researchers see this paper

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In Gender Studies

1. A. Rosado
2. A. Correia
3. R. Biscaia
4. João Maroco
5. C. Breuer
6. S. Ross
7. Christopher Rumpf

In Marketing

1. A. Rosado
2. A. Correia
3. R. Biscaia
4. João Maroco
5. C. Breuer
6. S. Ross
7. Christopher Rumpf

Citations in the corpus

• Sport sponsorship: The relationship between team loyalty, sponsorship awareness, attitude toward the sponsor, and purchase intentions (2013, background): “Purchase intension was suggested by Dees, Bennett, and Villegas (2008), that purchase intentions represent an indicator of an individual’s motivation to make a specific purchase behavior.”
• The Viewer's Reception and Processing of Sponsorship Information in Sport Telecasts (2012, background): “The analysis of consumerrelated variables like involvement with the sport event could hardly give an answer to this question (Alexandris, Tsaousi, & James, 2007; Dees, Bennet, & Villegas, 2008; Pham, 1992).”
• Sport Brands: Brand Relationships and Consumer Behavior (2020, unknown): “…is, although a fan’s behavioral intentions have often been described as indicators of an individual’s motivation to adopt a specific behavior (e.g., Dees, Bennett, & Villegas, 2008; Zaharia, Biscaia, Gray, & Stotlar, 2016), a fan’s intention may not necessarily translate into actual behavior…”