– The purpose of this paper is to investigate the key determinants of positive consumer behaviour associated with sports sponsorship. Using the consumer decision-making process and classical conditioning principles as an underpinning framework, it examines consumer perceptions of a sponsor, sponsored property and sponsorship activity relative to their intention of purchasing a sponsor's product or service. The purchase intention of consumers is analysed as an outcome of five significant constructs: event factors, sponsor factors, sponsorship factors, a pre-purchase response and the transfer of image values.
– Data were collected from approximately 700 respondents using a validated survey instrument. Factor analysis and confirmatory factor analysis were used to analyse survey data. The conceptual model and hypotheses were tested using structural equation modelling.
– The findings revealed that personal beliefs of consumers, sponsor-event fit and image transfer have a strong bearing on their post-event response, which further leads to a strong image transfer value. This is central to predicting a consumer's intention to purchase.
– Both sponsors and sponsored properties must invest resources towards market research to facilitate the development and adherence of appropriate fit and congruence objectives. Most importantly, a holistic, consumer-centric approach to sponsorship examination offers marketers a guide to effective sponsorship planning and execution and a sound return for their investment.
– Despite its potential importance hardly any research has previously been conducted in relation to the return on investment associated with sponsorship of major sporting events in Australia.
