The antecedents and outcomes of attachment and sponsor image within charity sport events

Kevin Filo, Daniel C. Funk, Danny O'Brien

Research output: Contribution to journalArticleResearchpeer-review

30 Citations (Scopus)
4 Downloads (Pure)

Abstract

Sport events benefiting a charitable cause have emerged as meaningful experiences for participants. These charity sport events may allow event sponsors to shape perceptions of corporate image among event participants. Using the Psychological Continuum Model (PCM) as the theoretical framework, the factors that contribute to participants' perceptions of event sponsors are examined. The influence of this image of event sponsors on behavioral outcomes among participants is also investigated. A post-event questionnaire was administered to participants in a sport event (N = 672) to investigate the relationships among motives, sponsor image, event attachment, purchase intent, and future participation intent. Results reveal that recreation and charity motives contribute to event attachment, while charity motives and event attachment contribute to sponsor image. Significantly, sponsor image and attachment contribute to purchase intent for event sponsors' products. Finally, sponsor image does not influence future participation intent, while event attachment does. The results illustrate the discrete roles that sponsor image and attachment play in sport consumption activities. Suggestions are made for the strategic selection and marketing of events by potential sponsors to most effectively leverage event sponsorship opportunities.

Original languageEnglish
Pages (from-to)623-648
Number of pages26
JournalJournal of Sport Management
Volume24
Issue number6
DOIs
Publication statusPublished - Nov 2010
Externally publishedYes

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Charities
Sports
Psychological Models
Recreation
Marketing
Theoretical Models
Charity
Sponsor
Sports events

Cite this

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The antecedents and outcomes of attachment and sponsor image within charity sport events. / Filo, Kevin; Funk, Daniel C.; O'Brien, Danny.

In: Journal of Sport Management, Vol. 24, No. 6, 11.2010, p. 623-648.

Research output: Contribution to journalArticleResearchpeer-review

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