Abstract
<p>This study sought to develop and test a cross-national sport sponsorship model. Sponsorship and Hofstede’s cultural dimensions theories were utilized for the theoretical framework for this study. A survey was conducted with 522 Chelsea FC soccer club’s fans from the United States, the United Kingdom, and India in the area of sponsorship through a jersey sponsorship. Single and multiple-group confirmatory factor analysis and structural equation modeling were used to analyze the global sport sponsorship model. The results acknowledged the measurement and structural invariance of a global model for five sport sponsorship outcomes (i.e., sponsorship awareness, sponsorship fit, attitude toward the sponsor, gratitude, and purchase intentions), controlling for age, gender, education, household income and the household’s decision maker. The statistical analyses indicated that structural relationships among the analyzed sponsorship outcomes were invariant among all three countries. The effect of sponsorship fit predicted the presence of purchase intentions, while the attitude toward the sponsor was the strongest predictor of purchase intentions.</p>
Highlights
IntroductionIn the current global economy, due to the development of new media technologies (e.g., broadband and mobile platforms), the distance across international markets is not the barrier it once was, and most companies are considered global brands within this universal marketplace (Amis & Cornwell, 2005)
In the current global economy, due to the development of new media technologies, the distance across international markets is not the barrier it once was, and most companies are considered global brands within this universal marketplace (Amis & Cornwell, 2005)
Despite the increasing number of studies measuring the above outcomes in different sport settings (e.g., Alexandris et al, 2012; Biscaia et al, 2013), a major gap exists in the understanding of how sponsorship outcomes function at a global level (Amis & Cornwell, 2005; Santomier, 2008)
Summary
In the current global economy, due to the development of new media technologies (e.g., broadband and mobile platforms), the distance across international markets is not the barrier it once was, and most companies are considered global brands within this universal marketplace (Amis & Cornwell, 2005). Adding to the importance of this area is that sponsorship employed across countries has been shown to be one of the most cost-effective strategies in sponsoring sport (Söderman & Dolles, 2013). It is interesting that academic consideration dedicated to developing a better understanding of sport sponsorship, as part of international marketing, has yet to be conducted (Amis & Cornwell, 2005; Santomier, 2008)
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