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

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Team attributes, identification and sponsor imageTABLE 2 contLATENT AND MEASURED VARIABLESSTD.SEALPHAAVECORPORATE (TITLE SPONSOR OF K-LEAGUE) IMAGECORPORATE SPONSOR HAS GOOD PRODUCTS/SERVICES.850.021.870.612CORPORATE SPONSOR IS WELL MANAGED.906.018CORPORATE SPONSOR RESPONDS TO CONSUMER NEEDS.675.028CORPORATE SPONSOR IS A GOOD COMPANY TO WORK FOR.725.028CORPORATE SPONSOR ONLY WANTS TO MAKE MONEY*CORPORATE SPONSOR IS INVOLVED IN THE COMMUNITY*Note. * = items excluded after first confirmatory factor analysisStd.= standardised regression weight; SE= standard error of the variance; AVE= average variance extractedx 2 =586.036, p=
Team attributes, identification and sponsor imageFIGURE 1 Identification: antecedents and sponsorship outcomesTEAM IDENTIFICATION ANTECEDENTS IDENTIFICATION SPONSORSHIP OUTCOMESTEAMATTRACTIVENESS.144 (4.509***).133 (5.058***)TEAMIDENTIFICATIONCORPORATEIMAGETEAMSIMILARITY.115 (3.297***).370 (11.694***)TEAMAWARENESS.758 (22.414***)CORPORATEIDENTIFICATIONRESEARCH PAPERTABLE 4 Summary of research hypothesisCONSTRUCTSHYPOTHESISPATH COEFFICIENTT-VALUETEAM ATTRACTIVENESSTEAM IDENTIFICATIONH10.1444.509***TEAM SIMILARITYTEAM IDENTIFICATIONH20.1335.058***TEAM AWARENESSTEAM IDENTIFICATIONH30.75822.414***TEAM IDENTIFICATIONCORPORATE IDENTIFICATIONH40.1153.297***CORPORATE IDENTIFICATIONCORPORATE IMAGEH50.37011.694***x 2 =708.863, p=
Page 4 and 5: ContentsAbstracts 196●●●●
Page 6 and 7: EditorialGlobal reach to reflect de
Page 8 and 9: Interview with Orlando SalvestriniP
Page 10 and 11: Interview with Orlando Salvestrini
Page 12 and 13: Interview with Orlando SalvestriniN
Page 14 and 15: Drivers to divasimage portrayal of
Page 16 and 17: Drivers to divasAttractiveness and
Page 18 and 19: Drivers to divasDiscussionPioneer f
Page 20 and 21: Drivers to divasRussian tennis play
Page 22 and 23: Drivers to divascomponent of source
Page 24 and 25: The relationships between team attr
Page 26 and 27: Team attributes, identification and
Page 40 and 41: European football under close scrut
Page 54 and 55: Can sponsorships be harmful for eve
Page 62 and 63: (Bourgeon & Bouchet, 2001). It has
Page 64 and 65: Stade Français Paris rugby clubdis
Page 66 and 67: Stade Français Paris rugby clubvic
Page 68 and 69: Stade Français Paris rugby clubWor
Page 70 and 71: Stade Français Paris rugby clubPon
Page 72 and 73: Editorial policyThe Journal welcome

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