Evaluating consumer response associated with sponsorship of major sporting events in Australia

This study investigates the key determinants of positive consumer behaviour associated with corporate sports sponsorship. Using the consumer decision making process and classical conditioning principles as an underpinning framework, it examines consumers' perceptions of sponsors, sponsored properties and sponsorship activity relative to their intentions of purchasing a sponsor's product or service. The purchase intentions of consumers is analysed as an outcome of five significant constructs: event factors, sponsor factors, sponsorship factors, post-event response and the transfer of image values. Data were collected from approximately 700 respondents using a validated survey instrument. Exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were used to analyse survey data. The conceptual model and hypotheses were tested using Structural Equation Modelling (SEM). The findings revealed that consumers' attitudes towards sponsors and sponsor-event fit have an influence on their post-event response, which correspondingly leads to a strong image transfer value. This is central in predicting a consumer's intention to purchase. Both sponsors and sponsored properties must invest resources towards market research to facilitate the development and adherence of appropriate fit and congruence objectives. Most importantly, a holistic, consumer-centric approach to sponsorship examination offers marketers a guide to effective sponsorship planning and execution and a sound return for their investment. Despite its potential importance limited research has previously been conducted in relation to the return on investment associated with sponsorship of major sporting events in Australia.