Affiliation:
1. 1Aristotle University of Thessaloniki
2. 2University of Macedonia
3. 3Florida State University
Abstract
The objective of this research was to test the application of an alternative hierarchy of effects model (affect, cognition, and conation) in the context of sponsorship. Activity involvement and team attachment (affect) were proposed to influence sponsor image and attitudes toward sponsorship (cognition), which in turn were proposed to influence consumer behavioral intentions (conation). Fans of a professional basketball team in Greece (N= 384) participated in the study. The results provided support for the alternative hierarchy of effects model and its application in the context of sponsorship. Team attachment (affect) was shown to have both a direct and indirect relationship with behavioral intentions (conation), through its influence on sponsor image and attitudes toward sponsorship (cognition). Furthermore, the attraction dimension of involvement was shown to influence team attachment. The theoretical and managerial implications of these results are discussed.
Subject
Organizational Behavior and Human Resource Management,Physical Therapy, Sports Therapy and Rehabilitation,Orthopedics and Sports Medicine,General Decision Sciences
Cited by
52 articles.
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