A model of consumer buyer behaviour relating to the sponsorship of major sporting events in Australia

This thesis investigates the key determinants of positive consumer behaviour to sponsorships. Using the consumer decision making process and classical conditioning principles as an underpinning framework, this thesis examines consumer perceptions of a sponsor, sponsored property and sponsorship activity relative to a consumer’s intent to purchase a sponsor’s product or service. The purchase intent of consumers is analysed as an outcome of five significant constructs: event factors, sponsor factors, sponsorship factors, a pre-purchase response and the transfer of image values. Intent to purchase is evaluated as the antecedent to purchase, however, both economic and non-economic outcomes are considered in this study as pivotal to encouraging positive consumer behaviour. A multi-method approach involved the collection of both qualitative and quantitative data. Focus groups established the scope of research followed by the distribution of multi-item surveys to members of the public from regional and metropolitan areas of Victoria, Australia. By selecting Australian Rules Football and the Australian Tennis Open as the context for the empirical component of this study, a number of sponsors in key industries could be examined. Structural equation modelling was used to analyse survey data. The conceptual model and hypotheses were tested using exploratory and confirmatory factor analyses. The results show that consumer attitudes and beliefs about a sponsor, and their perception of fit between a sponsor and sponsored property, have a strong bearing on their pre-purchase response. The strength of a pre-purchase response is determined by a consumer’s interest in, and favourability of a sponsor’s products or services. Image congruence and a positive sponsorship experience ensure a transfer of image values occurs. This transfer is central to predicting a consumer’s intent to purchase, enhancing the possibility of actual purchase. Of the 696 survey respondents, half made an actual purchase of a sponsor’s product or service. This study posits solid sponsor and property collaboration assists effective sponsorship administration. Both parties must invest resources towards market research to facilitate the development and adherence of appropriate fit and congruence objectives. Image and image effects act as a mechanism from which consumers can construct meaningful evaluations of sponsorships and must also be considered. Most importantly, a holistic, consumer-centric approach to sponsorship examination offers practitioners a guide to effective sponsorship planning and execution.