Sport fans' sponsorship evaluation based on their perceived relationship value with a sport property Online publication date: Sat, 21-Feb-2015
by Jinbae Hong
International Journal of Sport Management and Marketing (IJSMM), Vol. 9, No. 1/2, 2011
Abstract: The purpose of this study was to determine whether the strength of the relationship between the sport property and its fans positively affects the fans' evaluation of the property's corporate sponsors. Data were analysed from 288 season ticket holders for a team of the Korean Baseball Organisation (KBO). Structural equation modelling (SEM) was conducted to understand the relationship among the three groups of variables. The results of testing research hypotheses indicated that sport fans' overall satisfaction and the perceived communication effectiveness with a sport property resulted in fans' trust and commitment. In addition, only commitment mediated the three constructs – overall satisfaction, effective communication, and trust – to positively predict the evaluation of a sponsor. These empirical results suggest that sport fans' committed relationship is the primary factor to make the fans positively evaluate corporate sponsorship of the sport property.
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