The relationships between team attributes, team identification and sponsor image
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 April 2009
Abstract
This study tested the paths of a structural model that was conceptualised by hypothesising that team attributes affect team identification, which in turn plays a mediating role in sponsor identification and image transfer from event to sponsor. A questionnaire adapted items from relevant constructs in past research and responses were collected from 991 conveniently sampled fans of professional soccer teams in Korea. Data analysis using the SPSSWIN statistical program (v. 12.0) and the AMOS structural modelling program (v. 4.0) found that the data fitted the conceptualised structural model.
Keywords
Citation
Kim, Y.-m. and Kim, S. (2009), "The relationships between team attributes, team identification and sponsor image", International Journal of Sports Marketing and Sponsorship, Vol. 10 No. 3, pp. 18-32. https://doi.org/10.1108/IJSMS-10-03-2009-B004
Publisher
:Emerald Group Publishing Limited
Copyright © 2009 by Winthrop Publications Limited