The effect of sport sponsorship, sponsor awareness and corporate image on intention to purchase sponsor's products

Abstract

Background: This research focused on sport sponsorship related to six sponsors from different industries that are affiliated with a South African football club, namely Kaizer Chiefs; and has drawn from the perceptions and experience of Kaizer Chiefs supporters at in their ability to identify and assess the six sponsors. Results: This research has provided a framework to investigate the interrelationships between sport sponsorship, sponsor awareness, corporate image and intention to purchase sponsors' products. The main findings of the research were that category sport sponsorship awareness has a positive effect on sponsor awareness; and that corporate image has a positive effect on intention to purchase sponsors' products. No significant positive relationship was found between sponsor awareness and corporate image. Furthermore, no conclusive evidence was found to support the hypothesis that sponsor awareness has a positive effect on intention to purchase sponsors' products. Conclusion: The framework proposed within this research has highlighted the supporting role that sponsor awareness plays in achieving media coverage objectives, as well as the role that corporate image plays in achieving sales objectives. The results have further emphasised that corporate image is the more dominant indicator of sponsorship effectiveness as it ultimately leads to increased sales.