A Model for Measuring Sponsorship Impact: An Analysis of Beko’s Naming Rights Sponsorship of Fenerbahçe Men’s Basketball Team

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Number of pages: 1-34
Year-Number: 2021-30

Abstract

Over the course of many years, sponsorships have proven to be a lucrative avenue in effectively delivering brand-related messages to hard-to-reach segments. However, when economic circumstances turned doom-and-gloom, professionals started to strive to make sponsorship expenditures more accountable as sponsorships often stand as the largest budgeted item in annual plans. Hence, a need is born to assess sponsorship results in different sport settings. There are studies that provide insight into the factors leading to purchase intentions by looking at different sport settings; however, a more attuned measurement of sponsorship effectiveness can be attained by way of integrating actual purchase behaviors into study design. The motive of this study is to assess the effect of dyadic antecedents and consumer-based sponsorship outcomes at the cognitive, affective and conative (behavioral) level by looking at fans’ conscious and explicit processing of Fenerbahçe’s sponsorship deal with Beko. The results of this study provide evidence that the relationships among the analyzed sponsorship antecedent and outcome categories did have a significant effect on the two final variables crucial in assessing the success of a given sponsorship practice—intention to purchase and actual purchase behaviors—yet, the mediating effects are found to be impacted by age, gender, income, education, extent of involvement, past purchase and sponsorship fit.

Keywords

Abstract

Over the course of many years, sponsorships have proven to be a lucrative avenue in effectively delivering brand-related messages to hard-to-reach segments. However, when economic circumstances turned doom-and-gloom, professionals started to strive to make sponsorship expenditures more accountable as sponsorships often stand as the largest budgeted item in annual plans. Hence, a need is born to assess sponsorship results in different sport settings. There are studies that provide insight into the factors leading to purchase intentions by looking at different sport settings; however, a more attuned measurement of sponsorship effectiveness can be attained by way of integrating actual purchase behaviors into study design. The motive of this study is to assess the effect of dyadic antecedents and consumer-based sponsorship outcomes at the cognitive, affective and conative (behavioral) level by looking at fans’ conscious and explicit processing of Fenerbahçe’s sponsorship deal with Beko. The results of this study provide evidence that the relationships among the analyzed sponsorship antecedent and outcome categories did have a significant effect on the two final variables crucial in assessing the success of a given sponsorship practice—intention to purchase and actual purchase behaviors—yet, the mediating effects are found to be impacted by age, gender, income, education, extent of involvement, past purchase and sponsorship fit.

Keywords