Predicting decisions to purchase from sponsors of the Vancouver 2010 Olympics Online publication date: Fri, 27-Nov-2015
by Luke R. Potwarka; Ron E. McCarville; Kyriaki Kaplanidou
International Journal of Sport Management and Marketing (IJSMM), Vol. 15, No. 5/6, 2014
Abstract: Our purpose was to understand motivational factors associated with peoples' decision to purchase products/services from sponsors of the Vancouver 2010 Olympics. To achieve this purpose, we employed and extended Ajzen's theory of planned behaviour (TPB). A three-phase, mixed method data collection process was completed among a sample of young adults living in Canada (N = 471). Our extended TPB model accounted for 61% of the variance in intention and 58% of the variance in self-reported purchase behaviour. Attitude toward the behaviour, subjective norms, descriptive norms and past behaviour emerged as significant predictors of purchase intention. Intention, in turn, predicted self-reported purchase behaviour. We conclude that the TPB can offer sponsorship researchers a sound theoretical model for understanding purchase decisions. Implications for sponsorship marketers are discussed.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Sport Management and Marketing (IJSMM):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook