Factors affecting football fans’ purchase intention toward sponsoring product—a conceptual model

Abstract

Since the Internet is becoming ubiquitous nowadays, especially the massive usage of social media, the competition among organisations in marketplace has turned to be more intense. As the social media are able to amplify the effect of an organisation’s promotion program like sponsorship program, more companies have thought highly of the sponsorship program on sport events and believe that it is beneficial to organisations. In this research-in-progress paper, this paper presents a conceptual model by giving an understanding of fans’ attitude toward sponsor in the sport context. Based on the previous literature, three factors, which are fan identification, event-sponsor fit and sponsor receptiveness are proposed as the predictors of fans’ attitude toward sponsor, as well as the outcome of fans’ attitude toward sponsor—purchase intention. This study is considered as conclusive research and plans to distribute the online questionnaire to the targeted respondents in a sport team’s fans club page on Facebook. Lastly, the researchers believe that this study will provide some thoughtful about the fans’ attitude toward sponsor in the sport context.