Social identity effects in a belief-attitude-intentions hierarchy: Implications for corporate sponsorship

Abstract

Companies have increasingly turned to sponsorship as a marketing communications vehicle in the hopes that the goodwill that consumers feel toward an event, cause, or sports team will rub off on their brands. The current study tests a beliefs–attitude–intentions hierarchy in the context of the corporate sponsorship of a major university's sports teams. The direct and indirect effects of social identity with the university's teams (i.e., team identification) on intentions to purchase products from a corporate sponsor are also considered. A random-digit dialing methodology was used to collect data from 368 individuals. In general, the results supported the hypotheses. Of special interest was team identification's ability to moderate the effect of attitude on purchase intentions. As predicted, attitude toward purchasing a sponsor's products was more highly related to purchase intentions for low identifiers than for high identifiers. Specifically, among those with an unfavorable attitude, high identifiers had significantly more positive intentions to purchase than did low identifiers. For high identifiers, it appears that team identification acts as a heuristic that favorably predisposes them to want to buy products from a sponsor in spite of their evaluation of that action. Marketing implications are discussed. © 2001 John Wiley & Sons, Inc.