Investigating the effects of sports sponsorship on consumer purchase intention of running gears
Loh, Guo Pei
Date of Issue2017
National Institute of Education
Sports sponsorship has grown exponentially in major sporting events worldwide in recent decades. It is one of many tools that marketers used in communication mix and meeting corporate objectives. Despite the growth of sports sponsorship, marketers have yet to measure the effectiveness of their marketing efforts and return of investments as it is difficult to regulate than those created through other channels of communication mix (Dolphin, 2003). Hence, there are gaps in research work pertaining to the the effectiveness of sport sponsorship in the case of a local sporting event. Specifically, to provide a more comprehensive understanding of a sport event in Singapore, in particular the Standard Chartered Marathon Singapore (SCMS) 2016. This study seeks to investigate the effectiveness of sponsorship on consumer purchasing intention by assessing consumer’s brand recall (BR) and theory of planned behavior (TPB). An online survey using a questionnaire focusing on BR, TPB and purchase intention was used to collect responses by convenience sampling (n = 213, 114 males, 99 females), from a population aged between 18 to 55 years od and above. Path analysis was conducted to understand the relationship between variables. The general result of this study suggest that recalling of sponsors in regional sporting events will positively affect one’s attitude to affect one’s purchase intention towards sponsors’ products/services, and that subjective norms and perceived behavior control significantly affects an individual purchase intention. Results gathered should avoid being generalized and extrapolated onto the general population. Randomized sampling design could be adopted for future studies. Findings in this study can be adapted by sports-marketers, sponsors and event organizers to establish effective marketing approaches via sports sponsorship.
Final Year Project (FYP)