スポーツマネジメント研究
Online ISSN : 2185-0313
Print ISSN : 1884-0094
ISSN-L : 1884-0094
原著論文
スポーツイベントのスポンサーシップにおけるスポンサーフィットに関する研究
Gwinner and Bennettモデルの検証
山口 志郎野川 春夫北村 薫山口 泰雄
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2010 年 2 巻 2 号 p. 147-161

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The purpose of this study was to replicate the applicability of the Gwinner and Bennett model (2008) which examined the effects of brand cohesiveness and sport identification on sponsor fit in a sponsorship in a Japan context. This study analyzed also focusing on the impact of sponsor fit on two important consumer behavioral outcome; attitude toward sponsors and purchase intentions. The data were collected from 537 spectators at the HP JAPAN WOMEN'S OPEN TENNIS 2009 in Osaka. The results of study indicate that brand cohesiveness and sport identification also have strong impacts on the sponsor fit at the event. Findings also support our hypotheses that sponsor fit has a positive influence on consumers purchase intentions through the attitude toward sponsor. It can be concluded that the Gwinner and Bennett model is applicable to the sponsorship in a Japanese context.

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© 2010 日本スポーツマネジメント学会
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