Abstract
Naming rights and jersey sponsorship are highly visible, offering numerous benefits to both brands and properties but at a particularly high cost. The purpose of this study was to examine individuals’ attitudes and behaviors toward naming rights and jersey sponsors. The study drew on the Persuasion Knowledge (PK) Model as a lens for differentiating between consumers’ responses to each sponsor. A between-group design was employed; two versions of a questionnaire (one for each sponsorship condition) were distributed to a nationwide sample of Canadians, yielding 331 usable responses. Findings suggested participants had better awareness of the naming rights sponsor than the jersey sponsor, but no attitudinal differences were observed. However, attitudinal differences were observed on team identification. Furthermore, it appears that the triggering process for PK may differ in the sport sponsorship setting than what is observed with traditional advertising, likely due to a moderating effect of team identification.
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