«Factors affecting the effectiveness of sponsorship in the field of basketball»

«Factors affecting the effectiveness of sponsorship in the field of basketball»

Journal of Sport & Recreation Management
Volume 12, Issue 2
2015
Pages: 
1-18
issn: 
1791-6933
«Factors affecting the effectiveness of sponsorship in the field of basketball»
Karakos P., Kouthouris C., Alexandris K. & Tzetzis G.

Τμήμα Επιστήμης Φυσικής Αγωγής & Αθλητισμού, Αριστοτέλειο Πανεπιστήμιο Θεσσαλονίκης

2015
Abstract: 

This study aims to examine the effectiveness of sports sponsorship and more specifically sports sponsorship in the world of basketball. For this purpose we investigated the prospects that exist in Greece for the development of sports sponsorship at both amateur and professional level. For the survey formed a questionnaire sent to basketball fans, basketball courts in the area of Thessaloniki and included seventy-eight (78) closed questions. Of these eleven (11) associated with individual data, the ten (10) questions regarding their feelings towards their beloved team, twenty-nine (29) questions the feelings produced by the group and other twenty-eight (28) questions concerning subjects with regard to the institution and the effectiveness of sports sponsorship. Analyzed 211 of total 254 questionnaires were gathered. We examined the awareness of the sponsor of the fans as the dependent variable. Also examined the independent variables such as: a) the involvement of supporters with the group, b) Attachment for fans of the group, c) Word of mouth of the fans towards the institution of sponsorship d) knowledge of the fans for the sponsor, e) Behavior of the fans for the products of the sponsor, f) Purchase intent of the products of sponsors. After the statistical treatment of questionnaires useful conclusions which are discussed in detail

Keywords: 

Sports sponsorship, basketball, fans attitude, purchase intent, awareness of the sponsor.

Hellenic Scientific Association For Sport Management & Recreation - HSASMR a scientific non-profit organization and our purpose is the reflection and research on issues of management / marketing of sport.

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