An investigation of sponsorship implications within a state sports festival: The case of the Florida Sunshine State Games
Abstract
Event sponsorship has been recognised as an effective means through which companies can communicate with target markets and attendees of sports events. This study investigates the interrelationship between satisfaction with event sponsors, goodwill and fan identification and their influence on purchase intentions at a state sports festival held in Lakeland, Florida. Results indicate that satisfaction with event sponsors mediated goodwill and purchase intentions while controlling for the effects of fan identification. In addition, results differed between competitors and spectators of the event. © 2010 International Marketing Reports.
Publication Title
International Journal of Sports Marketing and Sponsorship
Recommended Citation
Choi, J., Tsuji, Y., Hutchinson, M., & Bouchet, A. (2011). An investigation of sponsorship implications within a state sports festival: The case of the Florida Sunshine State Games. International Journal of Sports Marketing and Sponsorship, 12 (2), 108-123. https://doi.org/10.1108/ijsms-12-02-2011-b003
