Attitudes Toward Sponsorship at a State Sports Festival Academic Article

abstract

• Sponsorships generate much needed revenue to produce the event, create awareness of the activity, and aid in its promotion. Because sponsorship is such an important facet of event production and execution, further investigation regarding the effectiveness of such activations on event consumers (attendees) seems justified. The purpose of this study was to assess consumers' affective and behavioral responses to commercial sponsors at a state sports festival. Exploratory factor analysis revealed three distinct factors: attitude toward event, attitude toward commercialization, and attitude toward behavioral intent. Regression analysis indicated that attitude toward commercialization and attitude toward event were both significant (p < 0.001) predictors of consumer purchase intentions at this state sports festival. Overall, the study revealed favorable findings for this state sports festival and its constituents. Marketing implications and future research directions are discussed.

authors

• Bennett, Gregg

published proceedings

• Event Management

author list (cited authors)

• Dees, W., Bennett, G., & Tsuji, Y.

citation count

• 19

complete list of authors

• Dees, Windy||Bennett, Gregg||Tsuji, Yosuke

publication date

• April 2006

publisher

• Cognizant, LLC  Publisher

published in

• Event Management: an international journal  Journal

Digital Object Identifier (DOI)

• 10.3727/152599507780676670

start page

• 89

end page

• 101

volume

• 10

issue

• 2

URL

• http://dx.doi.org/10.3727/152599507780676670