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| Tekijä: | Lings, I. N. Owen, K. M. |
| Otsikko: | Buying a sponsor's brand: the role of affective commitment |
| Lehti: | Journal of Marketing Management
2007 : VOL 23:5-6, p. 483-496 |
| Asiasana: | consumer behaviour sponsorship sports industry brands |
| Vapaa asiasana: | structural equations modelling pls analysis |
| Kieli: | eng |
| Tiivistelmä: | This article deals with consumer purchase intentions and behaviours. It is argued that existing models of sponsorship driven purchase behaviour fail to account for affective commitment, which mediated relationship btw. affiliation with the team and social identification whith the team. A framework is proposed describing the effect of sponsorship on purchase intentions in the context of low and high performing sports teams. Findings suggest the confirming role of affective commitment in sport sponsorship purchase intentions, indicating team success as major influence on fans' purchase behaviour. |
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