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Applicability of belief measures for advertising to sponsorship in sport
journal contribution
posted on 2020-01-06, 13:28 authored by Do Young PyunDo Young Pyun, Heetae Cho, Ho Keat LengPurpose - 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 SponsorshipVolume
21Issue
2Pages
351 - 369Publisher
Emerald Publishing LimitedVersion
- AM (Accepted Manuscript)
Rights holder
© Emerald Publishing LimitedPublisher 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
2019-12-26Publication date
2020-03-23Copyright date
2020ISSN
1464-6668Publisher version
Language
- en