Sport Management Studies

A Comprehensive Model for Sponsorship Effectiveness in Iran Football Pro League

Document Type : Research Paper

Authors

1 Ph.D. Student of Sport Management, Tarbiat Modares University

2 Professor of Sport Management, Tarbiat Modares University

3 Associate Professor of Sport Management, University of Tehran

Abstract
The purpose of this study was to evaluate sponsorship effectiveness model in Iran football Pro League. The research method was descriptive-survey. Five hundred fifteen spectators (by Cochran’s formula) of Iran football Pro League participated in study. Data was analyzed using structural equation modeling. Testing for goodness of fit showed that, with some corrections, the proposed model was desirable. Results showed that sponsoring in Pro League increased product awareness, improved sponsor image, enhanced social responsibility, and increased intention to purchase from sponsor. Product awareness, sponsor image, and social responsibility affected intention to purchase positively, and negative behavior and ambush marketing affected intention to purchase negatively. In general, sponsoring in Iran football Pro League affected the target population’s opinion positively and has effectiveness. 

Keywords

  1. Aaker, D. A. (2012). Building strong brands. London: Free Press Business. 1st ed. 165.
  2. Alexandris, K., Tsaousi, E., & James, J. (2007). Predicting sponsorship outcomes from attitudinal constructs the case of a professional basketball event. Sports Marketing Quarterly, 16(3), 130-9.
  3. Amoako, G. K., Dartey-Baah, K., Dzogbenuku, R. K., & Kwesie, S. J. (2012). The effect of sponsorship on marketing communication performance, A case study of Airtel Ghana. African Journal of Marketing Management, 4(2), 65-79.
  4. Andrew, G., & Kasper, T. (2009). A theoretical approach to sport sponsorship. BAMMC. (Unbublished bachelor dissertation). Lulea University of Technology, Department of Business; Administration and Social Sciences.
  5. Bal, C., Quester, P. G., & Boucher, S. (2007). Emotions and sponsorship marketing. ADMAP, 486(1), 51-2.
  6. Becker-Olsen, K. L. (2003). And now, a word from our sponsor. Journal of Advertising, 32(2), 17−32.
  7. Becker-Olsen, K. L., Cudmore, B. A., & Hill, R. P. (2006). The impact of perceived corporate social responsibility on consumer behavior. Journal of Business Research, 59(1), 46−53.
  8. Brown, T. J., & Dacin, P. A. (1997). The company and the product corporate associations and consumer product responses. J Mark, 61(1), 68–84.
  9. Carrillat, F. A., Lafferty, B. A., & Harris, E. G. (2005). Investigating sponsorship effectiveness do less familiar brands have an advantage over more familiar brands in single and multiple sponsorship arrangements? Brand Management, 13(1), 50-64.
  10. Chien, P. M., Cornwell, T. B., & Pappu, R. (2011). Rejoinder to commentary on Chein, Cornwell, and Pappu (2010) advancing research on sponsorship portfolio effects. Journal of Business Research, 65 (1), 12, 1-5.
  11. Close, A. G., Finney, R., Lacey, R., & Sneath, J. (2006). Engaging the consumer through event marketing linking attendees with the sponsor, community, and brand. Journal of Advertising Research, 46(4), 20-33.
  12. Cornwell, T., Humphreys, M., Maguire, A., Weeks, C., & Tellegen, C. (2006). Sponsorship-linked marketing the role of articulation in memory. Journal of Consumer Research, 33(3), 312-21.
  13. Cunningham, S., Cornwell, T., & Coote, L. (2003). Expressing identity and shaping image the relationship between corporate mission and corporate sponsorship. Journal of Sports Management, 23(1), 65-86.
  14. Dees, W., Bennett, G., & Villegas, J. (2008). Measuring the effectiveness of sponsorship of Elite intercollegiate football program. Sport Marketing Quarterly, 17(2), 79-89.
  15. Deloitte. (2012). Annual review of football finance. London: Deloitte and touche. 3.
  16. Dolphin, R. (2003). Sponsorship perspectives on its strategic role. Corporate Communication. An International Journal, 8(3), 173-‌86.
  17. Elahi, A., Sajadi, N., Khabiri, M., & Abrishami, H. (2008). Barriers to attracting revenue from sponsorship in the Republic Islamic of Iran football industry. Sport Management Journal, 1(1), 189-202. (Persian).
  18. Erik, L. O. (2010). Does sponsorship work in the same way in different sponsorship contexts? European Journal of Marketing, 44(1/2), 180-99.
  19. Eshghi, K. (2009). Investigating sport sponsorship in football fans. (Unpublished master dissertation). University of Tehran, Management Faculty. (Persian).
  20. Fahy, J., Farrelly, F., & Quester, P. (2004). Competitive advantage through sponsorship. European Journal of Marketing, 38(8), 1013-30.
  21. Filho, W. (2009). Corporate social responsibility in the 21st centurysome thoughts. Professional’s perspectives of corporate social responsibility. Berlin Springer, 12(3),  409–12.
  22. Fill, C. (2006). Marketing communications‐engagement, strategies and practice. Essex Prentice Hall. 1st ed. Great Britain. 316.
  23. Geffrey. J., Robert, J., Donovan Billie, G., & Arcy J. H. (2002). Sponsorship impact on brand awareness and brand attitude. Sport Management Quarterly, 8(1), 15-23.
  24. Gilaninia, S., & Abbaszadeh, M. R. (2011). Assessing the constructs of sport sponsorship effectiveness and theoretical relationships between them among football fans in Iran. J. Basic. Appl. Sci. Res, 1(7), 606-16.
  25. Grohs, R., & Reisinger, H. (2014). Sponsorship effects on brand image: The role of exposure and activity involvement. Journal of Business Research, 67(5), 1018-1025.
  26. Grohs, R., Wagner, U., & Vsetecka, S. (2004). Assessing the effectiveness of sport sponsorships, An empirical examination. Schmalenbach Business Review, 56(April), 119-38.
  27. Hamlin, R. P., & Wilson, T. (2004). The impact of cause branding on consumer reactions to products does product/cause fit really matter? Journal of Marketing Management, 20(7-8), 663-81.
  28. Harvey, B. (2001). Measuring the effects of sponsorships. Journal of Advertising Research, 41(1), 59−65.
  29. https://www.sponsorship.com / IEG / files / 4e / 4e525456 - b2b1 – 4049 - bd51 -03d9c35ac507. pdf. 2.
  30. Izadi, A. (2004). Describing the factors affecting companies to sponsoring Iran professional football. (Unpublished master dissertation). Kharazmi University, Physical Education and Sport Science Faculty. (Persian).
  31. Kazem Nezhad, A., Heidari, M. R., & Naowroozzadeh, R. (2010). Statistics methods (health care researches). Tehran: Jame-Negar. 1st ed. 481. (Persian).
  32. Keshock, C. M. (2004). The effects of economic impact information on the attitudes of potential sports sponsors operating in mid-size and small college communities. (Unpublished doctoral dissertation). The Florida State University.
  33. Koo, G., Quarterman, J., & Flynn, L. (2006). Effect of perceived sport event and sponsor image fit on consumers’ cognition, affect, and behavioral intentions. Sport Marketing Quarterly, 15(2), 80-90.
  34. Kuzma, J. R., & Shanklin, W. L. (1994). Corporate sponsorship, An application for analysis. In P. J. Graham (Ed.), Sport business, operational and theoretical aspects. Madison, Wisconsin Brown and Benchmark. 189.
  35. Lance, K., & McDaniel, S. R. (1996). Strategic implications of attitude-toward-the-Ad in leveraging event sponsorship. Journal of Sport Management, 10(3), 250-61.
  36. Leung, T. K., Lai, Kh., Chan, R. Y., & Wong, Y. H. (2005). The roles of Xinyong and Guanxi in Chinese relationship marketing. Eur J Mark, 39(5/6), 528–59.
  37. Martensen, A., Gronholt, L., Bendtsen, L., & Juul, M. (2007). Application of a model for the effectiveness of event marketing. Journal of Advertising Research, 47(3), 283-301.
  38. Meenaghan, T. (1991). The role of sponsorship in the marketing communications mix. International Journal of Advertising, 10(1), 1035-47.
  39. Menon, S., & Kahn, B. E. (2003). Corporate sponsorship of philanthropic activities when do they impact perception of sponsor brand? Journal of Consumer Psychology, 13(3), 316-27.
  40. Miyazaki, A. D., & Morgan, A. G. (2001). Assessing market value of event sponsoring corporate Olympic sponsorships. Journal of Advertising Research, 41(1), 9-15.
  41. Mohammadi, R., Honari, H., & Sadeghi, R. (2012). The role of sport sponsorship on football fans’ commitment to sponsors. Sport Management and Kinetic Science Research, 4(2), 71-82. (Persian).
  42. Nickell, D., Cornwell, T. B., & Johnston, W. J. (2001). Sponsorship-linked marketing a set of research propositions. Journal of Business & Industrial Marketing, 26(8), 577–89.
  43. Olkkonen, R., Tikkanen, H., & Alajousijarvi, K. (2007). Sponsorship as relationship and networks implication for research. Corporate Communication an International Journal, 5(1), 12-8.
  44. Pham, M. T. (2001). Market prominence biases in sponsor identification: Processes and consequentiality. Psychology & Marketing, 18(2), 123−43.
  45. Pitt, L., Parent, M., Berthon, P., & Steyn, P. G. (2010). Event sponsorship and ambush marketing; lessons from the Beijing Olympics. Business Horizons, 53(3), 281-90.
  46. Poon, D., & Prendergast, G. (2006). A new framework for evaluating sponsorship opportunities. International Journal of Advertising, 25(4), 471-88.
  47. Roy, D., & Cornwell, T. (2004). The effects of consumer knowledge on responses to event sponsorships. Psychology and Marketing, 21(3), 185-207.
  48. Russell, L., Angeline, G. C., & Finney, R. Z. (2010). The pivotal roles of product knowledge and corporate social responsibility in event sponsorship effectiveness. Journal of Business Research, 63(11), 1222–8.
  49. Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. J Mark Res, 38(2), 225–43.
  50. Simmons, C. J., & Becker-Olsen, K. L. (2007). Achieving marketing objectives through social sponsorships. Journal of Marketing, 70(4), 154−69.
  51. Sirgy, M. J., Lee, D. J., Johar, J. S., & Tidwell, J. (2008). Effect of self-congruity with sponsorship on brand loyalty. Journal of Business Research, 61(10), 1091–7.
  52. Sneath, J., Finney, R., & Close, A. (2006). An IMC approach to event marketing the effects of sponsorship and experience on customer attitudes. Journal of Advertising Research, 45(4), 373-81.
  53. Tripodi, J. A. (2001). Sponsorship a confirmed weapon in the promotional armory. International Journal of Sports Marketing & Sponsorship, 3(1), 17-31.
  54. Tsai, S. P. (2007). Message framing strategy for brand communication. J Advert Res, 47(3), 364–77.
  55. Uhrich, S., Koenigstorfer, J., & Groeppel-Klein, A. (2014). Leveraging sponsorship with corporate social responsibility. Journal of Business Research, 67(9), 2023-9.
  56. Verity, J. (2002). Maximizing the marketing potential of sponsorship for global brands. European Business Journal, 14(4), 161-73.
  57. Votolato, N. L., & Unnava, H. R. (2006). Spillover of negative information on brand alliances. Journal of Consumer Psychology, 16(2), 196−202.
  58. Wakefield, K., Becker-Olsen, K., & Cornwell, T. (2007). I spy a sponsor the effects of sponsorship level, prominence, relatedness, and cueing on recall accuracy. Journal of Advertising, 36(4), 61-74.
  59. Walker, M., Kaplanidou, K., Gibson, H., Thapa, B., Geldenhuys, S., & Coetzee, W. (2013). Win in Africa, with Africa social responsibility, event image, and destination benefits. The case of the 2010 FIFA World Cup in South Africa. Tourism Management, 34(Feb), 80-90.
  60. Westberg, K., Stavros, C., & Wilson, B. (2011). The impact of degenerative episodes on the sponsorship B2B relationship implications for brand management. Industrial Marketing Management, 40(4), 603–11.
  61. Yong Jae, K., Kyoungtae, K., Cathryn, L. C., & Tae Hee, K. (2008). The effects of sport involvement, sponsor awareness and corporate image on intention to purchase sponsors' products. International Journal of Sports Marketing & Sponsorship, 9(2), 79-92.
Sport Management Studies
Volume 9, Issue 41
May and June 2017
Pages 37-60

  • Receive Date 22 November 2014
  • Revise Date 22 August 2015
  • Accept Date 16 September 2015

Home

Publication Ethics

Submit Manuscript

News

Journal Metrics

Contact Us