Sponsorship and advertising in sport: A study of consumers' attitude

ABSTRACTResearch question: Advertising has been considered a less efficient vehicle of marketing communication. One recent study refuted that consumers’ attitude towards advertising was rather favourable in sport. This study compared consumers’ attitudes between advertising and sponsorship in sport and examined the antecedents (beliefs) and consequence (purchase intentions) of attitude in advertising and sponsorship.Research methods: Data were collected from 324 consumers. For testing of psychometric properties of the measures, a confirmatory factor analysis and a multiple invariance test were employed. A paired t-test, structural equation modelling, and invariance tests were conducted to test the research hypotheses.Results and Findings: There was no significant difference in consumers’ attitudes between advertising and sponsorship which were both deemed favourable. The path analyses revealed two positive beliefs (product information and hedonism/pleasure) and one negative belief (falsity/no sense) as si...