Determinants of purchase intention toward sponsoring product: mediating role of sponsor identification in Korean professional baseball games
by Woo-yeul Baek; Kevin K. Byon; Charles W. Jones; Young-hwan Choi
International Journal of Sport Management and Marketing (IJSMM), Vol. 15, No. 5/6, 2014

Abstract: The purpose of this study was to examine the mediating effect of sponsor identification in the relationship between team identification and purchase intention of a title sponsor's product in the Korea Baseball Organization League (KBO League). Fans of seven teams (N = 691) in the KBO League participated in the study. Results showed that multi-dimensional team attributes such as team attractiveness, team similarity and team awareness, positively affected team identification, and that sponsor identification fully mediated the relationship between team identification and purchase intention. These findings extend previous studies on sponsorship effectiveness and provide empirical support for the relationships between team identification, sponsor identification, and purchase intention.

Online publication date: Fri, 27-Nov-2015

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
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:

Username:        Password:          Forgotten your 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