Exploring Key Factors Influencing Sports Enthusiasts' Purchase of Sponsored Brands Article Swipe
Zhaoxia Guo
,
Jinhui Guo
,
Shih‐Chih Chen
·
YOU?
·
· 2024
· Open Access
·
· DOI: https://doi.org/10.28991/hij-2024-05-04-07
YOU?
·
· 2024
· Open Access
·
· DOI: https://doi.org/10.28991/hij-2024-05-04-07
This research examines the purchasing intentions of soccer enthusiasts in China regarding products from sports sponsorship brands, extending the theory of planned behavior. The main goal is to evaluate how attitudes, subjective norms, brand identification, perceived brand quality, and corporate social responsibility influence these intentions. Data were gathered from 321 active soccer players using a structured questionnaire and analyzed with confirmatory factor analysis and structural equation modeling. Results show that attitudes, subjective norms, brand identification, and perceived brand quality significantly affect purchasing intentions. Furthermore, attitudes partially mediate the relationships between subjective norms, brand identification, perceived brand quality, and purchasing intentions. Corporate social responsibility also emerges as a vital factor, shaping brand identification, which in turn influences purchasing behavior. The findings indicate that sports sponsorship brands can increase purchasing intentions by enhancing product quality, engaging in corporate social responsibility, and fostering strong brand identification. This study offers a fresh perspective by applying the theory of planned behavior within the sports sponsorship context, enriching both theoretical insights and practical strategies. The results provide valuable recommendations for brand managers aiming to boost consumer engagement and loyalty through sponsorship initiatives. Doi: 10.28991/HIJ-2024-05-04-07 Full Text: PDF
Related Topics
Concepts
Purchasing
Brand loyalty
Structural equation modeling
Confirmatory factor analysis
Advertising
Loyalty
Identification (biology)
Marketing
Context (archaeology)
Quality (philosophy)
Business
Brand awareness
Affect (linguistics)
Brand management
Psychology
Mathematics
Botany
Paleontology
Statistics
Philosophy
Epistemology
Biology
Communication
Service (business)
Metadata
- Type
- article
- Language
- en
- Landing Page
- https://doi.org/10.28991/hij-2024-05-04-07
- OA Status
- gold
- Related Works
- 10
- OpenAlex ID
- https://openalex.org/W4405912702
All OpenAlex metadata
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- OpenAlex ID
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https://openalex.org/W4405912702Canonical identifier for this work in OpenAlex
- DOI
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https://doi.org/10.28991/hij-2024-05-04-07Digital Object Identifier
- Title
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Exploring Key Factors Influencing Sports Enthusiasts' Purchase of Sponsored BrandsWork title
- Type
-
articleOpenAlex work type
- Language
-
enPrimary language
- Publication year
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2024Year of publication
- Publication date
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2024-12-01Full publication date if available
- Authors
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Zhaoxia Guo, Jinhui Guo, Shih‐Chih ChenList of authors in order
- Landing page
-
https://doi.org/10.28991/hij-2024-05-04-07Publisher landing page
- Open access
-
YesWhether a free full text is available
- OA status
-
goldOpen access status per OpenAlex
- OA URL
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https://doi.org/10.28991/hij-2024-05-04-07Direct OA link when available
- Concepts
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Purchasing, Brand loyalty, Structural equation modeling, Confirmatory factor analysis, Advertising, Loyalty, Identification (biology), Marketing, Context (archaeology), Quality (philosophy), Business, Brand awareness, Affect (linguistics), Brand management, Psychology, Mathematics, Botany, Paleontology, Statistics, Philosophy, Epistemology, Biology, Communication, Service (business)Top concepts (fields/topics) attached by OpenAlex
- Cited by
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0Total citation count in OpenAlex
- Related works (count)
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10Other works algorithmically related by OpenAlex
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| abstract_inverted_index.analysis | 62 |
| abstract_inverted_index.analyzed | 58 |
| abstract_inverted_index.applying | 150 |
| abstract_inverted_index.behavior | 155 |
| abstract_inverted_index.consumer | 179 |
| abstract_inverted_index.context, | 160 |
| abstract_inverted_index.engaging | 133 |
| abstract_inverted_index.equation | 65 |
| abstract_inverted_index.evaluate | 28 |
| abstract_inverted_index.examines | 2 |
| abstract_inverted_index.findings | 119 |
| abstract_inverted_index.gathered | 47 |
| abstract_inverted_index.increase | 126 |
| abstract_inverted_index.indicate | 120 |
| abstract_inverted_index.insights | 164 |
| abstract_inverted_index.managers | 175 |
| abstract_inverted_index.products | 12 |
| abstract_inverted_index.quality, | 37, 96, 132 |
| abstract_inverted_index.research | 1 |
| abstract_inverted_index.valuable | 171 |
| abstract_inverted_index.Corporate | 100 |
| abstract_inverted_index.attitudes | 84 |
| abstract_inverted_index.behavior. | 22, 117 |
| abstract_inverted_index.corporate | 39, 135 |
| abstract_inverted_index.enhancing | 130 |
| abstract_inverted_index.enriching | 161 |
| abstract_inverted_index.extending | 17 |
| abstract_inverted_index.fostering | 139 |
| abstract_inverted_index.influence | 42 |
| abstract_inverted_index.modeling. | 66 |
| abstract_inverted_index.partially | 85 |
| abstract_inverted_index.perceived | 35, 76, 94 |
| abstract_inverted_index.practical | 166 |
| abstract_inverted_index.regarding | 11 |
| abstract_inverted_index.attitudes, | 30, 70 |
| abstract_inverted_index.engagement | 180 |
| abstract_inverted_index.influences | 115 |
| abstract_inverted_index.intentions | 5, 128 |
| abstract_inverted_index.purchasing | 4, 81, 98, 116, 127 |
| abstract_inverted_index.structural | 64 |
| abstract_inverted_index.structured | 55 |
| abstract_inverted_index.subjective | 31, 71, 90 |
| abstract_inverted_index.enthusiasts | 8 |
| abstract_inverted_index.intentions. | 44, 82, 99 |
| abstract_inverted_index.perspective | 148 |
| abstract_inverted_index.sponsorship | 15, 123, 159, 184 |
| abstract_inverted_index.strategies. | 167 |
| abstract_inverted_index.theoretical | 163 |
| abstract_inverted_index.Furthermore, | 83 |
| abstract_inverted_index.confirmatory | 60 |
| abstract_inverted_index.initiatives. | 185 |
| abstract_inverted_index.questionnaire | 56 |
| abstract_inverted_index.relationships | 88 |
| abstract_inverted_index.significantly | 79 |
| abstract_inverted_index.responsibility | 41, 102 |
| abstract_inverted_index.identification, | 34, 74, 93, 111 |
| abstract_inverted_index.identification. | 142 |
| abstract_inverted_index.recommendations | 172 |
| abstract_inverted_index.responsibility, | 137 |
| abstract_inverted_index.10.28991/HIJ-2024-05-04-07 | 187 |
| cited_by_percentile_year | |
| countries_distinct_count | 0 |
| institutions_distinct_count | 3 |
| citation_normalized_percentile.value | 0.40345979 |
| citation_normalized_percentile.is_in_top_1_percent | False |
| citation_normalized_percentile.is_in_top_10_percent | False |