International Journal of Sports Marketing and Sponsorship ( IF 2.527 ) Pub Date : 2020-08-11 , DOI: 10.1108/ijsms-01-2020-0008 Giridhar B. Kamath , Shirshendu Ganguli , Simon George
Purpose
This paper tests and validates a conceptual model linking the attachment points, team identification, attitude towards the team sponsors and the behavioural intentions in the context of Indian Premier League (IPL), while testing for the moderating effects of age and gender.
Design/methodology/approach
Data were collected from 1,053 participants through both online and offline survey and then analyzed using exploratory factor analysis (EFA) and structural equation modelling (SEM).
Findings
Attachment points influence the formation of team identification, which, in turn, affect the attitude towards the team sponsors. Attitude towards the team sponsors influence the behavioural intentions. Player attachment influences team identification the most. Age and gender have a moderating effect on the constructs of the study. Team identification in females is stronger because of attachment to sports, whereas males have stronger team identification based on player attachment. Males have a stronger intention to spread positive word of mouth (WOM) about sponsor products as compared to the female respondents. The younger age group of less than 21 years has more intention to spread positive WOM compared to the other age groups considered in the study.
Practical implications
This study contributes towards sports sponsorship research and the paradigms of social identity and attachment theories. Moreover, it will also help the marketers (sponsors) in IPL to strategically market their brands.
Originality/value
This is the first study to investigate the impact of attachment points on sponsorship outcomes in the context of IPL. Further, it is also the first to investigate the purchase intentions and WOM for the team sponsors in IPL. The multi-group analysis results will provide insights into marketers to better understand IPL viewers' segments and their behaviour.
中文翻译:
附加点、球队识别和赞助结果:来自印度超级联赛的证据
目的
本文在印度超级联赛 (IPL) 的背景下测试并验证了将依恋点、团队认同、对团队赞助商的态度和行为意图联系起来的概念模型,同时测试了年龄和性别的调节作用。
设计/方法/方法
通过在线和离线调查从 1,053 名参与者收集数据,然后使用探索性因素分析 (EFA) 和结构方程模型 (SEM) 进行分析。
发现
依恋点影响团队认同的形成,进而影响对团队发起人的态度。对团队赞助商的态度会影响行为意图。球员依恋对球队认同的影响最大。年龄和性别对研究的结构有调节作用。由于对运动的依恋,女性的团队认同感更强,而男性基于球员依恋的团队认同感更强。与女性受访者相比,男性更愿意传播有关赞助商产品的正面口碑 (WOM)。与研究中考虑的其他年龄组相比,小于 21 岁的年轻组更愿意传播积极的口碑。
实际影响
这项研究有助于体育赞助研究以及社会认同和依恋理论的范式。此外,它还将帮助 IPL 的营销人员(赞助商)战略性地营销他们的品牌。
原创性/价值
这是第一项调查附着点对 IPL 背景下赞助结果的影响的研究。此外,它也是第一个调查IPL团队赞助商的购买意图和口碑。多组分析结果将为营销人员提供洞察力,以更好地了解 IPL 观众的细分及其行为。