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Suthasinee Susiva. Relationship of team performance, stars and team identity towards purchase intention of the sponsors' products. (). Burapha University. Library. : , 2019.
Relationship of team performance, stars and team identity towards purchase intention of the sponsors' products
Name: Suthasinee Susiva
keyword:
Purchase intention
LCSH:
Sports sponsorship
LCSH:
Sporting goods industry
Abstract:
Businesses have various intentions in sponsoring a sport team. The purpose of this research is to 1) better understand relationships of the three attributes i.e. team performance, presence of the star players, and team identity and the purchase intention of the sponsors products as well as 2) identify the links between those attributes a sponsorship. A quantitative survey research was conducted in Chonburi, Thailand. A series of hypotheses testing relating the sport sponsor team to team performance, presence of the star players, and team identity have been tested. The result showed that team performance, presence of star players and team identity influence the consumers purchase intention to buy the products. While amongst the three attributes, there is a significant relationship between them. Product placed with images of a sport team has a positively affected on consumers purchase intention. Image with a presence of the star players and team identity has a relatively higher ability to predict intention to purchase of the consumers. The businesses therefore should pay a lot of attention not only the team identity but also team performance and presence of the stars in the team when choosing to sponsor any team. Selecting the right team could encourage a positive outcome, i.e. increase in sales of the companys products.
Burapha University. Library
Address:
CHONBURI
Email:
buulibrary@buu.ac.th
Created:
2019
Modified:
2020-04-20
Issued:
2020-04-20
บทความ/Article
application/pdf
ISBN:
1686-7165
BibliograpyCitation :
Journal of global business review. Vol 21, No 2 (Jul.-Dec. 2019), p. 50-58
eng
©copyrights Burapha University
RightsAccess:
ใช้เวลา
0.020514 วินาที
Suthasinee Susiva
| Title | Contributor | Type |
|---|---|---|
| Relationship of team performance, stars and team identity towards purchase intention of the sponsors' products
มหาวิทยาลัยบูรพา Suthasinee Susiva | บทความ/Article |