Consumers' perceived functions of and attitude toward corporate sponsors of small-scale amateur sporting event
journal contributionposted 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.
- Sport, Exercise and Health Sciences