Comparison of the Fit of Sponsors in Iran National Volleyball Team

Document Type : Research Paper

Authors

1 Ph.D. Student of Sport Management in Ferdowsi University of Mashhad.

2 Associate professor of sport management in Ferdowsi university of Mashhad.

3 Associate professor of sport and exercise psychology, Claude Bernard, Lyon1 university, France.

4 professor of Management and Sport Marketing, Claude Bernard, Lyon1 University, France.

5 Associate Professor of Management in Ferdowsi University of Mashhad.

Abstract

Purpose of this study was to compare fit of sponsors of Iran national volleyball team from participants’ point of views. This study was survey-based and has been used random sampling to collect data. Zdravkovic and collegues’ questionnaire was used to collect required data. For measuring fitness,  nine micro dimensions and two macro dimensions were studied. For comparison of these dimensions, MANOVA and Scheffe  post-hoc tests were used by STATISTICA software. Measurement and SEM tests were analysed by M Plus software.
Results: Results of MANOVA tests showed that there are significant difference between micro and macro dimensions fit -except geography- between three sponsors, but post-hoc tests showed that there are not significant difference between different dimensions of fit between Day bank and Hamrah Aval and there are significant difference between all fit dimensions of Merooj and Day bank –except involvement- and also between Merooj and Hamrah Aval –except mission-. Measurement and SEM tests showed good results (fit) for three sponsors.
Discussion: According to obtained results, for improving this win-win relationship, it is better that sponsors and teams focus on a fit relationship and if it does not seem fit from participants’ point of view, they should do some promotional activity for clarifying this relationship.

Keywords

References

 
-      Alexandris, K., Tsaousi, E., & James, J. (2007). "Predicting sponsorship outcomes from attitudinal constructs: The case of a professional basketball event". Sport Marketing Quarterly, 16(3), 130-139.
-      Algeshheimer, R., Dholakia, U. M., & Herrmann, A. (2005). "The social influence of brand community: evidence from European car clubs". Journal of Marketing, 69(3), 19-34.
-      Anderson, J.C., & Gerbing, D.W. (1988). "Structural equation modeling in practice: A review and recommended two-step approach". Psychological Bulletin, 103, 411–423.
-      Bijmolt, T. H. A., Wedel, M., Pieters, R. G. M., & DeSarbo, W. S. (1998). "Judgments of brand similarity". International Journal of Research in Marketing, 15(2), 249-268.
-      Brewer, M. B., Weber, J. G., & Carini, B. (1995). "Person memory in intergroup contexts: Categorization versus individuation". Journal of Personality and Social Psychology, 69(1), 29-40.
-      Carrillat, F. A., Solomon, P. J., & d'Astous, A. (2015). "Brand stereotyping and image transfer in Concurrent Sponsorships". Journal of Advertising, 44(4), 1-15.
-      Chanavat, N., Martinent, G., & Ferrand, A. (2009). "Sponsor and sponsees interactions: effects on consumer’s perceptions of brand image, brand attachment and purchasing intention". Journal of Sport Management, 23, 644-670.
-      Coppetti, C., Wentzel, D., Tomczak, T., & Henkel, S. (2009). "Improving incongruent sponsorships through articulation of the sponsorship and audience participation". Journal of Marketing Communications, 15(1), 17-34.
-      Cornwell, T. B., Weeks, C. S., & Roy, D. P. (2005). "Sponsorship-linked marketing: opening the Black Box". Journal of Advertising, 34(2), 21–42.
-      Creusen, M. E., & Schoormans, J. P. (1997). "The nature of differences between similarity and preference judgements: a replication with extension". International Journal of Research in Marketing, 14(1), 81-87.
-      Crimmins, J., & Horn, M. (1996). "Sponsorship: from management ego trip to marketing success". Journal of Advertising Research, 36(4), 11-20.
-      Fallahi, A., Ehsani, M., Khabiri, M., & Kuzehchian, H. (2017). "A Comprehensive Model for Sponsorship Effectiveness in Iran Football Pro League". Sport Management Studies. 9 (41): 37-60. (Persian).
-      Gwinner, K. (1997). "A model of image creation and Image transfer in event sponsorship". International marketing review, 14(3), 145-158.
-      Gwinner, K. P., & Eaton, J. (1999). "Building brand image through event sponsorship: the role of image transfer". Journal of Advertising, 28(4), 47-57.
-      International Events Group. (2015). IEG sponsorship report. Chicago, IL: International Events Group.
-      Johar, G. V., & Pham, M. T. (1999). "Relatedness, prominence and constructive sponsor identification". Journal of Marketing Research, 299-312.
-      Johnson, M. D. (1986). "Consumer similarity judgments: a test of the contrast model". Psychology & Marketing, 3(1), 47-60.
-      Kim, S., & Yongjae, K. (2012). Match-up effect of brand personality in sponsorship: The case of the 2010 world cup. Paper presented at the 19th Conference of the European Association for Sport Management.,
-      Kim, Y., Lee, H.-W., Magnusen, M. J., & Kim, M. (2015). "Factors influencing sponsorship effectiveness: A meta-analytic review and research synthesis". Journal of Sport Management, 20, 408-425.
-      Lascu, D. N., Giese, T. D., Toolan, C., Guehring, B., & Mercer, J. (1995). "Sport involvement: a relevant individual difference factor in sperctator sport". Sport marketing quarterly, 4(4), 41-46.
-      Lefkoff-Hagius, R., & Mason, C. H. (1993). "Characteristic, beneficial, and image attributes in consumer judgments of similarity and preference". Journal of Consumer Research, 20(1), 100-110.
-      Leung, T. K., Lai, K. H., Chan, R. Y., & Wong, Y. H. (2005). "The roles of xinyong and guanxi in Chinese relationship marketing". European Journal of Marketing, 39(5/6), 528-559.
-      Levin, A. M., Joiner, C., & Cameron, G. (2001). "The impact of sports sponsorship on consumers' attitude toward the sponsors and recall: The case of NASCAR fans". Journal of Current issues and research in advertising, 23(2), 23-31.
-      Lucas, C. (2014). Sponsor- and Country-Related Predictors of Sponsorship effectiveness: Springer Gabler.
-      MacCallum, R. C., & Austin, J. T. (2000). "Applications of structural equation modeling in psychological research". Annual Review of Psychology, 51, 201–226.
-      Martinent, G., Guillet-Descas, E., & Moiret, S. (2015). "Reliability and validity evidence for the French Psychological Need Thwarting Scale (PNTS) scores: Significance of a distinction between thwarting and satisfaction of basic psychological needs". Psychology of Sport and Exercise, 20, 29–39.
-      Medin, D. L., Goldstone, R. L., & Gentner, D. (1993). "Respects for similarity". psychological review, 100(2), 254-278.
-      Meenaghan, T. (1998). "Current developments and future directions in sponsorship". International Journal of Advertising, 17(1), 3-28.
-      Melero, I., & Montaner, T. (2016). "Cause-related marketing: An experimental study about how the product type and the perceived fit may influence the consumer response". European Journal of Management and Business Economics, 25, 161-167.
-      Olson, E. L., & Thjømøe, H. M. (2011). "Explaining and articulating the fit construct in sponsorship". Journal of Advertising, 40(1), 57-70.
-      Pappu, R., & Cornwell, T. B. (2014). "Corporate sponsorship as an image platform: understanding the roles of relationship fit and sponsor–sponsee similarity". Journal of Academy of marketing science, 510-490,42.
-      Pentecost, R., & Spence, M. (2004). Exploring the dimensions of fit within sports sponsorship.
-      Pope, N. K., Voges, K. E., & Brown, M. (2009). "Winning ways: Immediate and long-term effects of sponsorship on perceptions of brand quality and corporate image". Journal of Advertising, 38(2), 5-20.
-      Quester, P. G., & Thompson, B. (2001). "Advertising and promotion leverage on arts sponsorship effectiveness". Journal of Advertising Research, 41(1), 33-47.
-      Rifon, N. J., Sejung, M. C., Trimble, C. S., & Hairong, L. (2004). "Congruence Effects in Sponsorship: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive". Journal of Advertising, 33(1), 29–42.
-      Roy, D. P., & Cornwell, T. B. (2004). "The Effects of Consumer Knowledge on Responses to Event Sponsorships". Psychology and Marketing, 21, 185-207.
-      Sen, S., & Bhattacharya, C. B. (2001). "Does doing good always lead to doing better? Consumer reactions to corporate social responsibility". Journal of Marketing Research, 38(2), 225-243.
-      Sheinin, D. A., & Biehal, G. J. (1999). "Corporate advertising pass-through onto the brand: Some experimental evidence". Marketing Letters, 10(1), 63-73.
-      Simmons, C. J., & Becker-Olsen, K. L. (2006). "Achieving Marketing Objectives Through Social Sponsorship". Journal of Marketing Research, 70, 154-169.
-      Smith, D. C., & Andrew, J. (1995). "Rethinking the effect of perceived fit on customers' evaluations of new products". Journal of the academy of marketing science, 23(1), 115-124.
-      Stipp, H., & Schiavone, N. P. (1996)."Modeling the impact of Olympic sponsorship on corporate image". Journal of Advertising Research, 36, 22-28.
-      Sykes, H. B. (1986). "The anatomy of a corporate venturing program: Factors influencing success". Journal of Business Venturing, 1, 275-293.
-      Thwaites, D., Aclilar-Maniarrez, R., & Kidd, C. (1998). "Sports sponsorship development in leading Canadian companies: issues and trends". International journal of Advertising, 17(1), 29-49.
-      Zdravkovic, S., Magnusson, P., & Stanley, S. M. (2010). "Dimensions of fit between a brand and a social cause and their influence on attitudes". International Journal of Research in Marketing, 27, 151-160.
 
Applied Research in Sport Management
Volume 8, Issue 2 - Serial Number 30
fall 2019
September 2019
Pages 77-87

Files

History

  • Receive Date: 10 June 2018
  • Revise Date: 16 January 2019
  • Accept Date: 04 March 2019

Share

How to cite

Statistics