Sports Marketing & Sponsorship - FIFA/CIES International University ...

Sporting involvement and alcohol sponsorshipTABLE 6 Summary of hierarchical multiple regressions for predicting boys’ likelihood of drinking this weekendPREDICTION FROMATTITUDES ANDSUBJECTIVE NORMSPREDICTION WITH ADDITION OFSPORTING INVOLVEMENTPREDICTION WITH FURTHERADDITION OF SPONSORAWARENESSPREDICTION WITH ADDITIONOF SPONSOR RECOGNITIONINSTEAD OF SPONSORAWARENESSR 2.37PREDICTORS.ConstAttSNpSNfSNtSNcAtt* SNpAtt* SNfAtt* SNtAtt* SNcPredictors shown in bold italics aresignificant at 5% level, those shown initalics are significant at 1% level.Att = Attitude towards drinking alcoholSNp = Subjective norm for parents(similarly for friends, teachers, coaches)SI = Sporting InvolvementAw = Sponsor AwarenessRe = Sponsor Recognition* denotes interactive term,e.g. SI*Att is the interactive term formedby the product of Sporting Involvementand Attitude towards drinking alcoholβ.28.25.25.10-.07-.04.10.14-.10Sig t.053.000.003.001.265.356.624.192.168.292R 2.42IncR 2.05PREDICTORSConstAttSNpSNfSNtSNcAtt* SNpAtt* SNfAtt* SNtAtt* SNcSISI*AttSI*SNpSI*SNfSI*SNtSI*SNcβ.19.25.29.10-.02-.07.07.16-.13.19.29-.12-.09.03-.05Sig t.017.021.003.000.242.881.447.353.113.176.008.001.186.326.752.630R 2.46IncR 2.04PREDICTORSConstAttSNpSNfSNtSNcAtt* SNpAtt* SNfAtt* SNtAtt* SNcSISI*AttSI*SNpSI*SNfSI*SNtSI*SNcAwAw*AttAw*SIAw*SNpAw*SNfAw*SNtAw*SNcβ.14.26.32.12.02-.06.03.13-.08.05.24-.16-.01.02-.05.17.26.11.01-.14-.05-.001Sig t.014.100.006.002.279.886.520.663.208.455.596.007.143.921.812.640.025.002.141.925.141.654.995R 2.42IncR 2.05PREDICTORSConstAttSNpSNfSNtSNcAtt* SNpAtt* SNfAtt* SNtAtt* SNcSISI*AttSI*SNpSI*SNfSI*SNtSI*SNcReRe*AttRe*SIRe*SNpRe*SNfRe*SNtRe*SNcβ.15.24.35.10.01-.09.06.14-.06.20.32-.10-.11.02-.05.05.07-.04.05-.13.03-.13Sig t.010.096.010.000.271.912.374.391.190.544.010.001.318.269.878.632.549.450.575.618.177.791.149RESEARCH PAPERAnalysis of effects of sponsorshipIn order to test hypotheses 3 and 4 – whetherawareness of sponsorship affected likelihood ofdrinking or getting drunk, over and above any effectsof sporting involvement, a measure of awareness, withassociated interactive terms, was added as anadditional independent variable. Two measures ofawareness were available: one the self-perception ofawareness of sponsorship, and the other the objectivemeasure of the number of sponsors correctlyrecognised. Each was added separately to theregression equation described above, and the final twocolumns of Tables 6 to 9 show the results.These are interesting, as self-reported measures ofawareness are shown to have significant main andinteractive effects, while actual recognition of sponsorsshows no main effect and interactive effects for onlyone of the four regressions. Recognition of sponsors isshown to diminish the effect of attitude and parentalnorms on girls’ likelihood of getting drunk; however,attitude remains by far the most significant predictor ofintentions in this case.● OCTOBER 2009 ● International Journal of Sports Marketing & Sponsorship37