The Influence of Sponsor Associations on Sponsor Identification and Brand Response Among Professional Baseball Spectators

Abstract

The purpose of this study was to examine the influence of spectator's sponsor associations with pro-baseball title sponsorship on sponsor identification and brand response among professional baseball spectators using structural equation models. The objects of this study were over 19 years old home spectators, in 2009 CJ MAGU MAGU probaseball league, of 4 teams in the metropolitan area: LG, DOOSAN, SK and HEROES. One hundred spectators were sampled from each of the 4 teams, respectively, totaling 400 spectators through a convenient sampling method. Data processing was done for exploratory factor analysis using SPSSWIN Ver. 12.0 and confirmatory factor analysis and structural equation model analysis using AMOS 7.0. Consequently, it was found that first, sponsor ability had a significant influence on sponsor identification, while the social responsibility had not a significant influence on sponsor identification. Second, sponsor identification had significant influences on all of brand awareness and attitude toward brand.