A contemporary framework for sponsorship effectiveness evaluation: A multigenerational approach
(A2019-9149)

AUTHORS

Konstantinos Koronios, University of Peloponnese - Sport Management Department; Athanasios Kriemadis, University of Peloponnese - Sport Management Department; Andreas Papadopoulos, University of Peloponnese - Sport Management Department

KEYWORDS

sponsorship; generations; purchase intentions

ABSTRACT

The aim of this research was to explore the key determinants of positive consumer behavior associated with sports sponsorship. Taking into account that distinctions among generations on a broad range of outcomes are of greater concern to firms, professionals as well as academics, one more aim of this research was to explore possible distinctions across generational groups in relation to the efficiency of sponsorship. A quantitative method was employed for the aims of the present study and a total of 3,434 questionnaires were successfully gathered and analyzed by means of SPSS and AMOS. According to the results, factors such as attachment to team, sport involvement and beliefs about sponsorship found to have a significant effect on fans’ awareness of and attitude toward sponsors. Moreover, results indicated a significant impact of attitude toward sponsors and awareness of sponsors on fans’ purchase intention. Finally, results indicated significant differences regarding fans’ age group, in relation to sponsorship