ABSTRACT

This study explored the relationship between sponsorship objectives and sport team reputation from the perspective of companies. Our data were based on a questionnaire sent to sponsors of Victorina Himeji, which is a professional women’s volleyball club in Japan. One hundred ninety-four companies completed a survey about sponsorship objectives, sport team reputation, and sponsorship satisfaction. We conducted factor analysis, cluster analysis, t-test, and a two-way analysis of variance to examine the research questions. The results demonstrated that sponsorship objectives were composed of three factors (marketing objectives, corporate objectives, and team involvement). They were classified into a “highly valued” cluster and a “lowly valued” cluster. The t-test showed that the “highly valued” cluster was significantly higher than the “lowly valued” cluster in all variables except for spectator-orientation. Furthermore, comparing sport team reputation of each cluster with sponsorship satisfaction showed that the more satisfied the sponsorship of both clusters, the higher the sport team reputation. This study concludes that sponsorship objectives are important for both sponsors and sport teams.

摘要

本研究从企业的角度探讨了赞助目标与运动队声誉之间的关系。我们的数据基于发送给日本职业女子排球俱乐部 Victorina Himeji 赞助商的问卷调查。194 家公司完成了一项关于赞助目标、运动队声誉和赞助满意度的调查。我们进行了因子分析、聚类分析、t检验和方差的双向分析来检查研究问题。结果表明，赞助目标由三个因素组成（营销目标、企业目标和团队参与）。它们被分为“高价值”集群和“低价值”集群。吨_- 测试表明，除观众导向外，“高价值”集群在所有变量中都显着高于“低价值”集群。此外，将各个集群的运动队声誉与赞助满意度进行比较表明，两个集群的赞助满意度越高，运动团队的声誉就越高。本研究得出结论，赞助目标对赞助商和运动队都很重要。