An Evaluation of the Effectiveness of Sports Sponsorship ...

V° 16/ N°1 / Juin 2020MECAS

182

An Evaluation of the Effectiveness of Sports Sponsorship

among Football Fans in Algeria

1

MECAS

[email protected]

.

MECAS

[email protected]

16:-02-2020/ 2020-05-31/ 2020-06-30

STATISTICA.06

JEL.M37 ; M30 ; M12 ; M5 Abstract :

This research examined the impact of sports sponsorship events on the purchase

intent of Customer. Therefore, intention to purchase a sponsoring brand is treated

as a dependent variable and brand awareness, brand image and attitude towards the

event are independent variables. Then, a model is developed and tested that

examines the effect of these constructs on purchase intention. The model is tested

with data from 200 Fans of the Algerian national team. The data are tested using

STATISTICA.06 structural equation modeling. Results report that brand

awareness, brand image and attitude toward the sponsor was important drivers of

purchase intention. Additionally, the tested model provides an instrument for

1 : [email protected]

mailto:[email protected]




183

measuring sponsorship effectiveness. This paper concludes with some reasons for

the findings, implications of research, and futur areas for research.

Keywords: Sponsor Sponsorship, Brand Awareness, Brand Image, sponsor

attitude, Purchase Intention.

Jel Classification Codes : M5; M12 ; M30 ; M37.

IEG

DardisChoi &

Yoh

Dardis

FahyFarrelly & Quester2004

Shimp

Tench

& Yeomans

Lagae2005

Tripodi

Pitts and Stotlar Rodgers,

Pitts Slattery

Grohs et al.

MilochLambrecht Tobar

Choi & Yoh

Speed & ThompsonD'Astous & Blitz

McDanielMadrigal

Chadwick & Thwaites2005


184

-

-

-Mobilis

Mobilis

Maloney

MeirArthurTobin& Massingham

Meenaghan

IEG

Kiely Sandler & Shani Sleight

IEGInternational Events Group

Pittsburgh Tribune

NFLMLBNBANHL

NCAA

Shank

Keller

Valkenburg & Buijzen,

Bovée

Riezebos


185

Woodside & SummersLeongMacdonald &

Sharp

Smith & Wheeler

Macdonald & Sharp

Alexandris et al.

Keller

Tomalieh

Gwinner

Meenaghan

Grohs WagnerVsetecka

Gwinner & Eaton

Keller

Ngan

Tsiotsou & Konstantinos

Chavanat

Alexandris and

TsiotsouKim and KimMadrigal,Meenaghan

Chandon

Wansink& Laurent

Keller

Tomalieh

Zhao & Othman

.TRAFishbein & Ajzen

TPBAjzen

Meenaghan's

Dees et al


186

Alexandris et al.Barone et al.Close et al.

Martensen et al.

Mobilis

SPSS 23.0

STATISTICA.08

CromptonMeenaghan

Mobilis

Mobilis

Mobilis

Mobilis

MobilisMobilis

Mobilis

Gwinner & BennettDeesSingh Gill, M &

DawraChoi & YohAlana & KabadaySu & Chang

Likert

Google Forms

Mobilis

Mobilis

(%)

115 57

64

85 43 36

35

76

- 24

19.5

Mobilis

164 82

36 18

36.5

Mobilis

≥ 9

- 30 - 72 36

15.5

49 - 22.5


187

40.5 - 20

10.5

19 9.5

N=200ENA

Mobilis

SPSS.23

KMOBartlett.

F Ficher

Statistica.08

GLS-ML

α

KMO

Bartlett

test

V(X)

F Ficher

AWAR

5,36

,78 ,728 248,47 61,37 7,88

IMAGE

4,83 ,95 ,93 2212,5 73,32 23,77

ATT 4,64 ,83 ,782 400,14 60,87 5,77

PI 4,87 ,96 ,927 2150,7 82,83 14,37

SPSS.23.N=200

KMOKaiser-Meyer et Olkin

FFicher

BartlettChi-2

P<0.05


188

λi

0,987 -1,295 0,563 Mobilis

AW

AR

0,003 -0,911 0,620 Mobilis.

1,704 -1,484 0,884 Mobilis

.

0,281 -0,953 0,714 Mobilis .

0,558 -1,045 0,651 Mobilis .

IM

AG

E

2,048 -1,474 0,578 Mobilis .

-0,228 -0,756 0,822 Mobilis .

-0,173 -0,835 0,824 Mobilis .

-0,357 -0,823 0,895 Mobilis

-0,574 -0,752 0,921 Mobilis

.

-0,286 -0,783 0,940 Mobilis .

-0,561 -0,714 0,948 Mobilis .

-0,330 -0,800 0,902 Mobilis .

0,244 -1,008 0,820 Mobilis .

-0,076 -0,891 0,673 Mobilis .

AT

T

-0,088 -0,703 0,521 Mobilis

.

-0,530 -0,595 0,735 .

-0,892 -0,400 0,860 .

-0,506 -0,726 0,759 (

-0,758 -0,664 0,856

Mobilis.

INT

-0,289 -0,841 0,915 Mobilis.

-0,469 -0,761 0,904 Mobilis.

0,066 -0,936 0,929 Mobilis.

0,134 -1,009 0,938 Mobilis.

0,553 -1,092 0,876 Mobilis

0,428 -1,102 0,746 Mobilis.

-0,786 -0,685 0,841 Mobilis

.

STAISTICA-0.8-N=200

λi


189

Fit Index GLS-ML

Chi_2 1187,8

Degree of freedom DF 321

P Level 0.000

Steiger-Lind RMSEA Index 0,107

Joreskog GFI 0,701

Bentler-Bonett Normed Fit Index (NFI) 0,803

Bentler-Bonett Non-Normed Fit Index (NNFI) 0,833

Bentler Comparative Fit Index (CFI) 0,848

Bollen's Delta 0,848

Ch2 /DF 3.7

Statistica.08N=200

chi²=1187,8df=321

df = 3.7chi²

RMSEA-

GFINFI NNFIBCFICFI Bolen‟s Delta

GLS-ML

Standard

Error ξ

Statistic T Prob

Level

P

(BAWAR)-57->(PI) 0,175 0,055 3,206 0,001

(IMAGE)-58->(PI) 0,696 0,038 18,503 0,000

(ATT)-56->(PI) 0,165 0,054 3,053 0,002 (ZETA1)-55-(ZETA1) 0,458 0,051 9,038 0,000

PI PI =BAWAR.0,175. +0,696.IMAGE +. 0,165ATT +0.458

STAISTICA-0.8-N=200

T

PIPurchase Intention

BAWARBrand AwarnessIMAGEBrand

ImageATTAttitude

T≥1.96

Mobilis .

Choi & Yoh Abdel-Naby Ibrahim

Mobilis


190

T≥1.96

Abdel-Naby IbrahimTomalieh

Mobilis

T≥1.96LuBruhn & Holzer

KellerArens & Weigold

Picton & Broderick

Tanvir Shahid

Mobilis

Tsiotsou and Alexandris, 2012; Choi et al., 2011; Dees et al., 2008

Walraven et al.


191

Tomalieh

-

-

-

-

-

goodwillBrand fit

Brand involvment

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