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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
Sporting involvement and alcohol sponsorshipTABLE 7 Summary of hierarchical multiple regressions for predicting girls’ likelihood of drinking this weekendPREDICTION FROMATTITUDES ANDSUBJECTIVE NORMSPREDICTION WITH ADDITION OFSPORTING INVOLVEMENTPREDICTION WITH FURTHERADDITION OF SPONSORAWARENESSPREDICTION WITH ADDITIONOF SPONSOR RECOGNITIONINSTEAD OF SPONSORAWARENESSRESEARCH PAPERR 2.24PREDICTORSConstAttSNpSNfSNtSNcAtt* 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.28.12.18.15-.10-.12-.05.10.01Sig t.053.000.189.063.086.302.204.576.291.882R 2.23IncR 2-PREDICTORSConstAttSNpSNfSNtSNcAtt* SNpAtt* SNfAtt* SNtAtt* SNcSISI*AttSI*SNpSI*SNfSI*SNtSI*SNcβ.27.18.25.07-.08-.10-.03.08-.04-.01-.08.07.10-.15-.06Sig t.332.022.082.027.524.428.311.770.453.686.947.449.486.337.150.561R 2.29IncR 2.06PREDICTORSConstAttSNpSNfSNtSNcAtt* SNpAtt* SNfAtt* SNtAtt* SNcSISI*AttSI*SNpSI*SNfSI*SNtSI*SNcAwAw*AttAw*SIAw*SNpAw*SNfAw*SNtAw*SNcβ.30.26.21.02-.05-.11.03.11-.18-.06-.19.11.14-.25-.20-.05.27.004-.20-.16.13.22Sig t.504.009.099.082.879.626.301.744.290.129.567.125.307.226.047.067.648.029.978.045.173.213.036R 2.21IncR 2-.02PREDICTORSConstAttSNpSNfSNtSNcAtt* SNpAtt* SNfAtt* SNtAtt* SNcSISI*AttSI*SNpSI*SNfSI*SNtSI*SNcReRe*AttRe*SIRe*SNpRe*SNfRe*SNtRe*SNcβ.20.19.25.03Sig t.451.149.062.036.814-.03 .812-.10 .365-.01 .943.06 .601-.11 .388-.01 .962-.12 .333.07 .520.12 .304-.19 .102-.08 .454-.02 .872-.11 .131-.004 .970.13 .171-.09 .360-.03 .771.06 .543Self-perceived awareness shows stronger effects –for boys, a significant main effect on both predictions,and an interactive effect for likelihood of drinkingalcohol, enhancing the effect of attitude. Thepredictive ability of the regression for drinking alcoholis increased, but this is not the case for the regressionrelating to getting drunk. For drinking alcohol, theaddition of awareness as a predictor makes the maineffect of sporting involvement non-significant (this maybe explained by the significant correlation betweenthese variables for boys, as previously noted), butsporting involvement still plays a part as it enhancesthe effect of attitude. For girls, awareness shows nomain effect, but increases predictive ability of bothregressions through interactive effects on attitude andsubjective norms. However, for both regressions forgirls, attitude is the only predictor significant at 1%level. Hypotheses 3 and 4 are therefore accepted forboth boys and girls.38 International Journal of Sports Marketing & Sponsorship ● OCTOBER 2009 ●
Page 1 and 2: ● OCTOBER 2009 ● VOLUME ELEVEN
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Page 5 and 6: AbstractsABSTRACTSThe value of comp
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Page 19 and 20: The value of competitionTABLE 2 Alt
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