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Article
The Antecedents and Outcomes of Attachment and Sponsor Image Within Charity Sport Events
Journal of Sport Management (2010)
  • Kevin Filo
  • Daniel Funk
  • Danny O'Brien, Bond University
Abstract

Sport events benefiting a charitable cause have emerged as meaningful experiences for participants. These charity sport events may allow event sponsors to shape perceptions of corporate image among event participants. Using the Psychological Continuum Model (PCM) as the theoretical framework, the factors that contribute to participants' perceptions of event sponsors are examined. The influence of this image of event sponsors on behavioral outcomes among participants is also investigated. A post-event questionnaire was administered to participants in a sport event (A^ = 672) to investigate the relationships among motives, sponsor image, event attachment, purchase intent, and future participation intent. Results reveal that recreation and charity motives contribute to event attachment, while charity motives and event attachment contribute to sponsor image. Significantly, sponsor image and attachment contribute to purchase intent for event sponsors' products. Finally, sponsor image does not infiuence future participation intent, while event attachment does. The results illustrate the discrete roles that sponsor image and attachment play in sport consumption activities. Suggestions are made for the strategic selection and marketing of events by potential sponsors to most effectively leverage event sponsorship opportunities.

Keywords
  • sports,
  • events,
  • charity
Publication Date
January 1, 2010
Publisher Statement
ERA 2015 submission. Due to publisher copyright limitations full text access is restricted.
Citation Information
Kevin Filo, Daniel Funk and Danny O'Brien. "The Antecedents and Outcomes of Attachment and Sponsor Image Within Charity Sport Events" Journal of Sport Management Vol. 24 (2010)
Available at: http://works.bepress.com/danny_obrien/8/