Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Fan Sponsor Acceptance: So, You Want to Join Our Sports in-Group?

Fan Sponsor Acceptance: So, You Want to Join Our Sports in-Group? Abstract This research introduces the notion of sponsor acceptance and examines its role in an emerging sport, the Australian Big Bash League T20 cricket. Sports sponsors want to achieve consumer-based brand equity (CBBE) outcomes. However, the achievement of CBBE outcomes depends on sponsor acceptance. Using quantitative survey data from BBL television viewers, we developed and tested a model of sponsor acceptance. We compared fan in-group and out-group perceptions, finding that both groups viewed the sponsorship positively. There were no significant differences between the groups in terms of our model of sponsor acceptance. Commercial outcomes of the financial services sponsor validated findings. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Services Marketing Quarterly Taylor & Francis

Fan Sponsor Acceptance: So, You Want to Join Our Sports in-Group?

Fan Sponsor Acceptance: So, You Want to Join Our Sports in-Group?

Services Marketing Quarterly , Volume 44 (1): 18 – Jan 2, 2023

Abstract

Abstract This research introduces the notion of sponsor acceptance and examines its role in an emerging sport, the Australian Big Bash League T20 cricket. Sports sponsors want to achieve consumer-based brand equity (CBBE) outcomes. However, the achievement of CBBE outcomes depends on sponsor acceptance. Using quantitative survey data from BBL television viewers, we developed and tested a model of sponsor acceptance. We compared fan in-group and out-group perceptions, finding that both groups viewed the sponsorship positively. There were no significant differences between the groups in terms of our model of sponsor acceptance. Commercial outcomes of the financial services sponsor validated findings.

Loading next page...
 
/lp/taylor-francis/fan-sponsor-acceptance-so-you-want-to-join-our-sports-in-group-Q787Hc43EO

References (48)

Publisher
Taylor & Francis
Copyright
© 2022 Taylor & Francis Group, LLC
ISSN
1533-2977
eISSN
1533-2969
DOI
10.1080/15332969.2022.2156757
Publisher site
See Article on Publisher Site

Abstract

Abstract This research introduces the notion of sponsor acceptance and examines its role in an emerging sport, the Australian Big Bash League T20 cricket. Sports sponsors want to achieve consumer-based brand equity (CBBE) outcomes. However, the achievement of CBBE outcomes depends on sponsor acceptance. Using quantitative survey data from BBL television viewers, we developed and tested a model of sponsor acceptance. We compared fan in-group and out-group perceptions, finding that both groups viewed the sponsorship positively. There were no significant differences between the groups in terms of our model of sponsor acceptance. Commercial outcomes of the financial services sponsor validated findings.

Journal

Services Marketing QuarterlyTaylor & Francis

Published: Jan 2, 2023

Keywords: Sponsorship; cricket; fandom; consumer-based brand equity

There are no references for this article.