Attitudes toward sponsorship at a state sports festival

Windy Dees, Gregg Bennett, Yosuke Tsuji

Research output: Contribution to journalArticle

11 Scopus citations

Abstract

Sponsorships generate much needed revenue to produce the event, create awareness of the activity, and aid in its promotion. Because sponsorship is such an important facet of event production and execution, further investigation regarding the effectiveness of such activations on event consumers (attendees) seems justified. The purpose of this study was to assess consumers' affective and behavioral responses to commercial sponsors at a state sports festival. Exploratory factor analysis revealed three distinct factors: attitude toward event, attitude toward commercialization, and attitude toward behavioral intent. Regression analysis indicated that attitude toward commercialization and attitude toward event were both significant (p < 0.001) predictors of consumer purchase intentions at this state sports festival. Overall, the study revealed favorable findings for this state sports festival and its constituents. Marketing implications and future research directions are discussed.

Original languageEnglish (US)
Pages (from-to)89-101
Number of pages13
JournalEvent Management
Volume10
Issue number2-3
StatePublished - May 16 2007
Externally publishedYes

Keywords

  • Measures of effectiveness
  • Sponsorship attitudes
  • Sport sponsorships
  • Sporting events

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing
  • Business and International Management

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  • Cite this

    Dees, W., Bennett, G., & Tsuji, Y. (2007). Attitudes toward sponsorship at a state sports festival. Event Management, 10(2-3), 89-101.