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Sara Shoffner,Gi-Yong Koo 글로벌지식마케팅경영학회 2022 Journal of Global Sport Management Vol.7 No.4
Past studies examining sponsorship have primarily focused on thesponsor and not the sporting event. The current study seeks toanalyze how sponsorship associations are interpreted by consum-ers toward the event through the Elaboration LikelihoodAdvertising Model (ELAM). The purpose of this study is to: (1)examine consumers’perceptions of authenticity and unauthentic-ity stemming from sport sponsor-event partnerships and theeffects of each partnership on consumers’elaboration, attitude,and emotion; and (2) assess the impact of consumer attitudesand emotions toward the sporting event on event-related behav-ioral intentions based on perceived authentic and unauthenticpartnerships. Significant differences were found among healthy,unhealthy and CSR experiments for authenticity, elaboration, andattitude but not for emotion. In addition, emotion was positiveand significantly related to event-related behavioral intentions forall three experiments, while attitude was positive and significantlyrelated to event-related behavioral intentions for the healthyexperiment only. Findings provide evidence that sponsorshipassociations affect consumer evaluations toward the event.
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