PDF_Proof.PDF (337.35 kB)
0/0

Applicability of belief measures for advertising to sponsorship in sport

Download (337.35 kB)
journal contribution
posted on 06.01.2020 by Do Young Pyun, Heetae Cho, Ho Keat Leng
Purpose - While advertising and sponsorship are conceptually different, many studies have usedthe same measures for both constructs. The assumption is that respondents perceive both domains similarly. The purpose of this study was to test the invariance of the belief measures between the advertising and sponsorship measurement models across different consumer segments and to provide empirical justification for the practice. Design/methodology/approach – Two independent samples were recruited from two different consumer segments: university student consumers (n = 290) and general consumers (n = 324). This study conducted multigroup invariance tests using LISREL 8.80. The measurement and structural invariances were concerned with factor loadings (λ), factor variance and covariance (φ), and error variance (θ) metrics. Findings – The factor patterns of the belief model were generally invariant between the adverting and sponsorship models in both consumer groups. However, the respondents interpreted three items between advertising and sponsorship in different ways: one annoyance/irritation item in the generic consumer group and two falsity/no sense items in the student consumer groups. Originality/value – While the invariance test reveals three problematic items, the majority of items seems to be invariant, concluding that the advertising belief scale could be applicable to the sponsorship context.

History

School

  • Sport, Exercise and Health Sciences

Published in

International Journal of Sports Marketing and Sponsorship

Volume

21

Issue

2

Pages

351 - 369

Publisher

Emerald Publishing Limited

Version

AM (Accepted Manuscript)

Rights holder

© Emerald Publishing Limited

Publisher statement

This paper was accepted for publication in the journal International Journal of Sports Marketing and Sponsorship and the definitive published version is available at https://doi.org/10.1108/IJSMS-06-2019-0059.

Acceptance date

26/12/2019

Publication date

2020-03-23

Copyright date

2020

ISSN

1464-6668

Language

en

Depositor

Dr Do Young Pyun. Deposit date: 27 December 2019

Exports

Logo branding

Categories

Exports