An Investigation into the Sponsorship Effects on Attitudes and Behavior of Rival Fans

Klidas, Antonis K.; Assen, Marcel van; Oldenhof, Daphne

doi:10.1007/978-3-319-10963-3_9

Cited by 2 publications

(3 citation statements)

References 0 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…This vital result is due to the bilateral sponsorship agreements of competing teams in Jordan, and this reduced the loyalty indicators toward the sponsor companies. This makes the sponsor companies less favorable to the fans of competing teams [38]. It is found that there are statistically significant differences in the awareness toward sponsorship activities, and such differences tend to the telecom companies that accounted for 38.9% of total sports sponsorship contracts as mentioned above.…”

Section: Discussion and Recommendationsmentioning

confidence: 96%

“…Despite the positive impact of sports sponsorship on the buying behavior of the audience; however, many studies have shown a negative effect on the buying intentions toward the products of the sponsor companies [19]. It is found that joint sponsorship of the competing teams is less actionable by the two teams' fans and can't achieve the desired positive results for the sponsor brand [38]. Ambush marketing, extreme marketing, and dependence on media to measure sports sponsorship are obstacles facing the sponsorship industry (Picton &Brodrick, 2005).…”

Section: Literature Reviewmentioning

confidence: 99%

See 1 more Smart Citation

The Effects of Sports Sponsorship on Buying Response for Jordanian Fans

Al-Nsour

2023

J Media Managem

View full text Add to dashboard Cite

This study aims to investigate the effect of sports sponsorship activities on the buying behavior of sports audiences, in addition to determining the statistical differences in the level of sports sponsorship activities and the buying response according to some organizational and demographics. The research population consists of Jordanian sports audiences who live in Amman city. The Convenience sampling technique is used. The researcher selects the respondents from coffee shops, cafes, famous malls in Amman, and social media users. The recommended sample size is 385. The unit of analysis is the Jordanian who attended and watched the sports activities for up to 19 years living in Amman. The study concludes that sports sponsorship activities strongly positively affected the buying response “ATR” of the sports audience. It is found statistically significant differences in the awareness tend to males and B. A degree holder. It is also found that the age between 42 - 46 is the most experienced, but it is found that there are no differences between the sports audience segments in the repeated purchase stage. Finally, it is a statistically significant difference in sponsorship activities and tends to the telecom companies in Jordan. The study presents a set of recommendations that enhance using the sponsorship in the local sports market.

show abstract

Section: Discussion and Recommendationsmentioning

confidence: 96%

Section: Literature Reviewmentioning

confidence: 99%

The Effects of Sports Sponsorship on Buying Response for Jordanian Fans

Al-Nsour

2023

J Media Managem

View full text Add to dashboard Cite

show abstract

“…Sponsorship is the commercial relationship between a party (company) grants money, services, or resources on to a person, event, or organization, and such relationship includes a lot of contractual rights, obligations and commercial benefits for all parties (Klidas, Assen, & Oldenhof, 2015). Erdogan and Kitchen (1998) add that sponsorship is a practice promotes the company and its brand interests by connecting with an important event for society.…”

Section: Brand Enhancement and Buying The Brandmentioning

confidence: 99%

Effect of Brand Enhancement on Buying Behavior towards the Sport Sponsorship Companies in Riyadh, KSA

Al-Nsour

2020

International Journal of Business, Economics and Management

View full text Add to dashboard Cite

Article History KeywordsBrand enhancement Buying behavior Sport sponsorship Sponsor companies Riyadh KSA. JEL Classification:Brand Enhancement, Buying Behavior, Sport Sponsorship, Saudi Arabia.The study aims at measuring the effect of the brand enhancement on the buying behavior toward the sponsor companies in Riyadh as well as determining the statistical differences in the brand enhancement and buying the brand according to demographics such as gender, education and age. The research population consists of all Saudi fans of the sport activity in Saudi Arabia. The total research population in Riyadh 2017 reaches 1.32 million. The purposive sampling method is used and the calculated sample size reaches 385 of the sports audience. The study concludes that brand enhancement has a positive significant effect on buying the brand of the sponsor companies. The study finds that there are no statistical differences in rand enhancement and buying the brand according to all demographical variables. Finally, the study suggests a set of recommendations and implications that support the brand enhancement of the sponsor companies in Riyadh city.

show abstract

An Investigation into the Sponsorship Effects on Attitudes and Behavior of Rival Fans

Cited by 2 publications

References 0 publications

The Effects of Sports Sponsorship on Buying Response for Jordanian Fans

The Effects of Sports Sponsorship on Buying Response for Jordanian Fans

Effect of Brand Enhancement on Buying Behavior towards the Sport Sponsorship Companies in Riyadh, KSA

Contact Info

Product

Resources

About