The interrelationships between football fans’ psychological connection to a team, perception of sponsorship and sponsorship response in the context of new team and new sponsor
This paper aims to propose an integrated model to evaluate sponsorship effectiveness in newly organized professional football teams. To achieve this, the effects of fan identification as the psychological connection of sports fans with a sports team, on sponsorship perceptions, such as attitude tow...
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| Format: | Article |
| Language: | English |
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Levent Ceylan
2023-10-01
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| Series: | ROL Spor Bilimleri Dergisi |
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| Online Access: | https://roljournal.com/index.php/rol/article/view/329 |
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| _version_ | 1832543789748584448 |
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| author | Kadir Yağız |
| author_facet | Kadir Yağız |
| author_sort | Kadir Yağız |
| collection | DOAJ |
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This paper aims to propose an integrated model to evaluate sponsorship effectiveness in newly organized professional football teams. To achieve this, the effects of fan identification as the psychological connection of sports fans with a sports team, on sponsorship perceptions, such as attitude towards the sponsor and brand image, and sponsorship response, such as purchasing intention, were examined. In addition, the mediating role of consumer sponsor perceptions in the relationship between fan identification and purchasing intention was tested. The data were gathered from 255 fans of Alagöz Holding Iğdır football club. Confirmatory factor analyses (Amos 23 IBM) and PROCESS analyses (SPSS) was conducted in statistics. The findings supported our model, which proposes that fan identification has a direct impact on sponsorship perceptions and response, and that sponsorship perceptions mediate the relationship between fan identification and sponsor response. The main contribution of this paper is the incorporation of fan identification, attitude towards sponsor, sponsor brand image, and purchase intentions within an integrated sponsorship model, and testing of their interrelations which have not been empirically tested in the context of a newly formed professional football team. Practical implications for both sports team marketers and sponsors are explained in the paper.
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| format | Article |
| id | doaj-art-9ed63f68f2c54049b1e8b30b70ba4646 |
| institution | Kabale University |
| issn | 2717-9508 |
| language | English |
| publishDate | 2023-10-01 |
| publisher | Levent Ceylan |
| record_format | Article |
| series | ROL Spor Bilimleri Dergisi |
| spelling | doaj-art-9ed63f68f2c54049b1e8b30b70ba46462025-02-03T11:31:54ZengLevent CeylanROL Spor Bilimleri Dergisi2717-95082023-10-0110.5281/zenodo.10034788The interrelationships between football fans’ psychological connection to a team, perception of sponsorship and sponsorship response in the context of new team and new sponsorKadir Yağız0Iğdır University, Faculty of Sport Sciences, Iğdır, Turkiye This paper aims to propose an integrated model to evaluate sponsorship effectiveness in newly organized professional football teams. To achieve this, the effects of fan identification as the psychological connection of sports fans with a sports team, on sponsorship perceptions, such as attitude towards the sponsor and brand image, and sponsorship response, such as purchasing intention, were examined. In addition, the mediating role of consumer sponsor perceptions in the relationship between fan identification and purchasing intention was tested. The data were gathered from 255 fans of Alagöz Holding Iğdır football club. Confirmatory factor analyses (Amos 23 IBM) and PROCESS analyses (SPSS) was conducted in statistics. The findings supported our model, which proposes that fan identification has a direct impact on sponsorship perceptions and response, and that sponsorship perceptions mediate the relationship between fan identification and sponsor response. The main contribution of this paper is the incorporation of fan identification, attitude towards sponsor, sponsor brand image, and purchase intentions within an integrated sponsorship model, and testing of their interrelations which have not been empirically tested in the context of a newly formed professional football team. Practical implications for both sports team marketers and sponsors are explained in the paper. https://roljournal.com/index.php/rol/article/view/329Fan identificationfootball fansfootball teams sponsorship outcomessport sponsorship |
| spellingShingle | Kadir Yağız The interrelationships between football fans’ psychological connection to a team, perception of sponsorship and sponsorship response in the context of new team and new sponsor ROL Spor Bilimleri Dergisi Fan identification football fans football teams sponsorship outcomes sport sponsorship |
| title | The interrelationships between football fans’ psychological connection to a team, perception of sponsorship and sponsorship response in the context of new team and new sponsor |
| title_full | The interrelationships between football fans’ psychological connection to a team, perception of sponsorship and sponsorship response in the context of new team and new sponsor |
| title_fullStr | The interrelationships between football fans’ psychological connection to a team, perception of sponsorship and sponsorship response in the context of new team and new sponsor |
| title_full_unstemmed | The interrelationships between football fans’ psychological connection to a team, perception of sponsorship and sponsorship response in the context of new team and new sponsor |
| title_short | The interrelationships between football fans’ psychological connection to a team, perception of sponsorship and sponsorship response in the context of new team and new sponsor |
| title_sort | interrelationships between football fans psychological connection to a team perception of sponsorship and sponsorship response in the context of new team and new sponsor |
| topic | Fan identification football fans football teams sponsorship outcomes sport sponsorship |
| url | https://roljournal.com/index.php/rol/article/view/329 |
| work_keys_str_mv | AT kadiryagız theinterrelationshipsbetweenfootballfanspsychologicalconnectiontoateamperceptionofsponsorshipandsponsorshipresponseinthecontextofnewteamandnewsponsor AT kadiryagız interrelationshipsbetweenfootballfanspsychologicalconnectiontoateamperceptionofsponsorshipandsponsorshipresponseinthecontextofnewteamandnewsponsor |