Narrow Results

Regional Experts Urging Stakeholder Collaboration to Address Burden of Osteoporosis at IOF 6th Asia-Pacific Meeting

Cardinal Health Announces New Strategic Distribution Agreements to Expand Cordis’ Cardiovascular Product Offerings in Asia Pacific

Exco InTouch Granted US Patent for Its Ground-breaking Mobile Health Solutions

GE Healthcare and Valneva Collaboration Delivers Optimized Cell Culture Medium for Vaccine Production

Singapore's Restalyst Develops More Effective Test Kit for Liver Cancer

Bayer Collaborates with Singapore National Eye Centre to Take the Lead in Professional Development of Ophthalmologists Across Asia

Partnerships and Innovation: Shaping the Future of Healthcare in Asia Pacific

Chugai's Novel Antibody Technologies Put Singapore at the Centre of Fight Against Disease

NCCS AND SGH Conducts Systematic Molecular Profiling of Lung Cancers to Identify New Treatment Opportunities

The aim of this research is to examine sport sponsorship’s effectiveness over the internet. A conceptual framework for sponsorship evaluation over the internet was proposed, incorporating crucial factors such as supporters’ beliefs about sponsorship, their satisfaction form the sport event as well as their degree of sport involvement, the usage of website and social media, awareness of and attitude toward real sponsoring firms and their actual and future purchase intentions concerning sponsors’ goods and services. A quantitative method was used for the purpose of the current research and a total of 3434 questionnaires were successfully completed and analyzed. The empirical results indicated that sponsorship awareness impacts positively and significantly in both actual and intended purchase behavior of the respondents, suggesting that sponsorship awareness is the initial stage of a continuum of fans’ responses that can lead to their purchase intentions and actual purchase. Evidence on this study contributes to the ongoing debate about sponsorship effectiveness and its implication on customer behavior and provides significant implications for managers wishing to improve their future revenues by investing in sponsorship deals, since sponsorship awareness is an important feature that managers must control in order to affect their customers purchasing decisions.

The rapid increase in sport sponsorship expenditure has been accompanied by a significant growth of research studies evaluating sponsorship efficiency in various sport contexts. Nevertheless, the majority of research studies have concentrated on the comprehension of the variables driving to behaviors. A more precise evaluation of sport sponsorship efficiency is of necessity, taking into attitudinal as well as behavioral constructs. This study focused on the exploration of the attitudinal and behavioral constructs in the context of sport sponsorship. More precisely, the aim of this research is to offer some elucidations of the effect of fans’ involvement with sport, the degree of their attachment with their favorite team, their beliefs about sponsorship and the anticipated sincerity of the sponsors on the awareness of and attitude toward real sponsoring firms, as well as its subsequent influence on future purchase intentions concerning sponsoring firms’ merchandise. Data from 2,752 fans were successfully gathered and analyzed utilizing structural equation modeling analysis. The results of a structural equation model provide an exceptional conceptual framework that underlines the significance of comprehending the role of important factors in sponsorship efficiency. The findings highlight the influential role of the examined factors in guiding sport clubs’ supporters to form favorable attitudes and purchase sponsors’ goods and services — an outcome of considerable significance for both the practitioners and academics in the field. Various implications for future research studies as well as strategies to boost the advantages for both the sport clubs and sponsoring firms can be drawn from the suggested model.

This exploratory study conducted in heavily indigenous communities was undertaken to investigate entrepreneurial perceptions of community (sense of place, image, and positioning) and social capital (reciprocity, shared vision, and density of networks) resources present in rural communities, and the sponsorship involvement of the entrepreneurs in community activities. The uniqueness of the study was its focus on indigenous communities with a higher than state average Native-American population. Previous work highlighting the collective nature and attitudes of Native Americans was not supported for the entrepreneurs in this study. Indigenous entrepreneurs were those who identified their ethnicity as Native American and majority entrepreneurs were those who identified their ethnicity as white. For indigenous entrepreneurs, there were no significant correlations among social capital resources or community resources and sponsorship. For majority entrepreneurs, all three social capital resources correlated significantly with sponsorship, and none of the community resources correlated significantly with sponsorship. The correlation between image and sponsorship was statistically significant for the total sample (n = 149).

Mean scores to each of the social capital and community resources were calculated. Positioning was the resource with the lowest mean score. The positioning statement differentiates one downtown from a competing downtown and is indicative of how the downtown wants to be perceived. The findings point to the need for economic development officials to strengthen community positioning through an improved understanding and acceptance of the community's position statement by business owners in the community.

The majority of studies on the effectiveness of sponsorship in sporting events were conducted on events of a longer duration. This study aims to examine whether sponsorship of an event of a shorter duration can be equally effective. Given the short duration, the Limited Capacity Model of Mediated Message Processing suggests that spectators who are focused on the sporting event may not have sufficient opportunity to process the sponsored brands. Hence, this study also examines whether there are differences in the recall rate when respondents are more involved. The results show that the recall rate of sponsored brands in an event of a shorter duration can be effective although its effectiveness is reduced when spectators are highly involved in the event.