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Consumers' perceived functions of and attitude toward corporate sponsors of small-scale amateur sporting event

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journal contribution
posted on 11.04.2016, 11:14 by Bernice Xiao Ting Low, Do Young PyunDo Young Pyun
Aspiring to become a sporting nation, one recommendation from Singapore’s Vision 2030 is to develop a sustainable resourcing model, by encouraging more corporate companies to sponsor sporting events. This research aimed to identify the perceived functions of corporate sponsors, which influenced consumers to develop positive attitudes toward these sponsors. 210 undergraduate students participated in this study. The five perceived functions of corporate sponsors were ubiquity, sincerity, credibility, sponsor-event fit, and profit-orientation. It was hypothesised that perceived ubiquity and profit-orientation negatively influenced consumers’ attitude while perceived sincerity, credibility, and sponsor-event fit were positive influences. A multiple regression test showed perceived ubiquity and sponsor-event fit as significant functions which positively influenced consumers’ attitude toward corporate sponsors of small-scale sporting events.

History

School

  • Sport, Exercise and Health Sciences

Published in

Event Management: an international journal

Citation

LOW, B.X.T. and PYUN, D.Y., 2016. Consumers' perceived functions of and attitude toward corporate sponsors of small-scale amateur sporting event. Event Management, 20 (2), pp. 227-238.

Publisher

© Cognizant, LLC.

Version

AM (Accepted Manuscript)

Publisher statement

This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/

Acceptance date

03/12/2014

Publication date

2016

Notes

This paper is available here with the kind permission of the publisher, the definitive version is available here; http://dx.doi.org/10.3727/152599516X14643674421771

ISSN

1525-9951

eISSN

1943-4308

Language

en