This study aims to explore the indirect and direct effect of perceived congruence between fans' identification with a team and the intention to buy sponsor's products. The level of perceived congruence between the sponsor and the sports team, as well as fans' attitude toward the sponsor and their purchase intention toward products from the sponsoring company are analyzed.,A sample of 2,647 football fans who support two well-known Portuguese professional football teams completed a questionnaire. Structural equation modeling with multigroup analysis was carried out to test the model and the hypotheses.,Team identification has an effect on perceived congruence, on attitude toward sponsors and on intention to buy. The results also show the positive direct and indirect effects of both perceived congruence on attitude toward the sponsoring company and on purchase intention of sponsors' products. However, neither congruence nor attitude show significant results on purchase intention.,This study departs from previous studies, in that it investigates the direct and indirect (i.e. mediated) effects of perceived congruence. Firstly, it analyzes the mediating effect of perceived congruence between team identification and purchase intentions. Secondly, it explores the mediating effect of perceived congruence between team identification and attitude toward the sponsor.

中文翻译：

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从粉丝到买家：赞助商产品购买意愿的前身

这项研究旨在探讨球迷对团队的认同与购买赞助商产品的意图之间的一致性的间接和直接影响。分析了赞助商和运动队之间的一致程度，以及球迷对赞助商的态度以及他们对赞助公司产品的购买意图。对2647名支持两名葡萄牙著名足球运动员的球迷进行了抽样调查足球队完成了问卷。进行了具有多组分析的结构方程建模，以检验模型和假设。团队识别对感知的一致性，对赞助商的态度和购买意愿有影响。结果还表明，一致对赞助商公司的态度和赞助商产品的购买意图均具有积极的直接和间接影响。然而，一致性和态度都没有对购买意愿显示出明显的结果。本研究与以往的研究不同，它研究了感知一致性的直接和间接（即介导的）影响。首先，它分析了团队认同感和购买意愿之间感知一致的中介作用。其次，它探讨了团队认同与对赞助商态度之间一致感知的中介作用。因为它研究了感知到的一致性的直接和间接（即介导的）影响。首先，它分析了团队认同感和购买意愿之间感知一致的中介作用。其次，它探讨了团队认同与对赞助商态度之间一致感知的中介作用。因为它研究了感知到的一致性的直接和间接（即介导的）影响。首先，它分析了团队认同感和购买意愿之间感知一致的中介作用。其次，它探讨了团队认同与对赞助商态度之间一致感知的中介作用。