Abstract
The purpose of this study is to investigate the structural relationship among factors such as team authenticity, team image, team-sponsor fit, sponsor identification and purchase intentions of sponsors’ products. Probaseball spectators from home games of eight teams were selected as the samples of this study. Through the data collecting process, a total of 709 samples were seleectd and used. SPSS WIN 23.0 was used for data analysis including a frequency analysis, reliability test and correlation analysis. The model and hypothesis were tested using AMOS 18.0 and the followings are the results obtanied from the final data analysis. First, team authenticity had a positive effect on team image. Second, team image had a positive effect on team-sponsor fit. Third, team image had a positive impact on sponsor idenitcifation. Fourth, team-sponsor fit had a positive effect on sponsor identification. Fifth, team-sponsor fit had a positive impact on purchase intentions of the sponsors’ product. Last, sponsor identification had a positivei mpact on purchase intentions of the sponsors’ product.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
