The Sponsorship Secret Nobody Tells: Purchase Intentions versus Actual Purchases. Mr. Noni Zaharia Dr. David K. Stotlar Dr. Dianna P.

Transcription

1 The Sponsorship Secret Nobody Tells: Purchase Intentions versus Actual Purchases Mr. Noni Zaharia Dr. David K. Stotlar Dr. Dianna P. Gray

2 Previous studies

3 The Research Gap and Purpose?

4 Intentions Consumer purchase intention is the most useful indicator of sponsorship effectiveness (Choi, Tsuji, Hutchinson, & Bouchet, 2011)

5 No More Good Intentions?! Intent to purchase does not necessarily result in actual purchases (Ngan, Prendergast, & Tsang, 2011; Webb & Sheeran, 2006)

6 Actual purchases A more accurate picture would be through actual purchase data (Gwinner & Bennett, 2008; Mazodier & Merunka, 2012)

7 Demographic Information Annual household income, age, household s decision maker, marital status, education, and race, can predict actual behavior (Armstrong, 1985; Sun & Morwitz, 2010)

8 Data Collection Chelsea Football Club (CFC) official supporter clubs 175 usable surveys (1st Survey) 90 usable surveys (2nd Survey) The number of days between collecting purchase intentions and actual purchases: M = ; SD = 355

9 Measures Purchase intentions (Gwinner & Bennett, 2008; Hong, 2011) 0 (No Purchase) to 1 (Purchase)

10 Data Analysis Confirmatory Factor Analysis T-test Hierarchical Logistic Regression Ä

11 CFA and T-Test χí (1) = 1.180, p =.277, TLI =.99, CFI =.99, GFI =.99, RMSEA =.045 ( t = 4.12, p <.001) Purchase Intentions: m = 8.69 Purchase intentions: m = 96

12 Hierarchical Logistic Regression Models Variables Step 1 Purchase Intentions Step 2 Age Age Age 55 and over High school or some college Undergraduate degree Graduate degree Male Single/Partner Married Separated/Divorced Employed Unemployed Self-employed/retired Student $20,000 or under $20,001-$59,999 $60,000-$89,999 $90,000 or more Household's decision maker nd Number of days (1 st survey - 2 survey) Nagelkerke R² ΔR² Percent predicted * p <.05 ** p < *.009* * ** **

13 Intentions to Purchases YES

14 You need to be wealthy

15 What to do?

16 Limitations Bigger sample size More sponsorship outcomes and controls Just one team, sponsor, and country SEM

17 Armstrong, J. S. (1985). Long-range forecasting. New York: John Wiley. Choi, J., Tsuji, Y., Hutchinson, M., & Bouchet, A. (2011). An investigation of sponsorship implications within a state sports festival: The case of the Florida Sunshine State Games. International Journal of Sports Marketing & Sponsorship, 12 (2), Gwinner, K., & Bennett, G. (2008). The impact of brand cohesiveness and sport identification on brand fit in a sponsorship context. Journal of Sport Management, 22, Hong, J. (2011). Sport fans sponsorship evaluation based on their perceived relationship value with a sport property. International Journal of Sport Management and Marketing, 9, Mazodier, M., & Merunka, D. (2012). Achieving brand loyalty through sponsorship: The role of fit and self- congruity. Journal of the Academy of Marketing Science, 40 (6), Ngan, H. M., Prendergast, G. P., & Tsang, A. S. (2011). Linking sports sponsorship with purchase intentions: Team performance, stars, and the moderating role of team identification. European Journal of Marketing, 45 (4), Sun, B., & Morwitz, V. G. (2010). Stated intentions and purchase behavior: A unified model. International Journal of Research in Marketing, 27 (4), Webb, T. L., & Sheeran, P. (2006). Does changing behavioral intentions engender behavior change? A metaanalysis of the experimental evidence. Psychological Bulletin, 132 (2),