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Please use this identifier to cite or link to this item: https://dspace.lboro.ac.uk/2134/20864

Title: Consumers' perceived functions of and attitude toward corporate sponsors of small-scale amateur sporting event
Authors: Low, Bernice Xiao Ting
Pyun, Do Young
Keywords: Corporate sponsorship
Small-scale events
Perceived functions
Issue Date: 2016
Publisher: © Cognizant, LLC.
Citation: LOW, B.X.T. and PYUN, D.Y., 2016. Consumers' perceived functions of and attitude toward corporate sponsors of small-scale amateur sporting event. Event Management, 20 (2), pp. 227-238.
Abstract: Aspiring to become a sporting nation, one recommendation from Singapore’s Vision 2030 is to develop a sustainable resourcing model, by encouraging more corporate companies to sponsor sporting events. This research aimed to identify the perceived functions of corporate sponsors, which influenced consumers to develop positive attitudes toward these sponsors. 210 undergraduate students participated in this study. The five perceived functions of corporate sponsors were ubiquity, sincerity, credibility, sponsor-event fit, and profit-orientation. It was hypothesised that perceived ubiquity and profit-orientation negatively influenced consumers’ attitude while perceived sincerity, credibility, and sponsor-event fit were positive influences. A multiple regression test showed perceived ubiquity and sponsor-event fit as significant functions which positively influenced consumers’ attitude toward corporate sponsors of small-scale sporting events.
Description: This paper is available here with the kind permission of the publisher, the definitive version is available here; http://dx.doi.org/10.3727/152599516X14643674421771
Version: Accepted for publication
DOI: 10.3727/152599516X14643674421771
URI: https://dspace.lboro.ac.uk/2134/20864
Publisher Link: http://dx.doi.org/10.3727/152599516X14643674421771
ISSN: 1525-9951
Appears in Collections:Published Articles (Sport, Exercise and Health Sciences)

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