A study of the effectiveness of sponsorship in Malta

Abstract

The purpose of this study is to verify whether the two variables of 'Involvement' and 'Team attachment' are determinants of sponsorship effectiveness; measured using the variable outcome of Purchase Intentions and Sponsors Image. This was all taken in the context of sport sponsorship. Design/methodology/approach - Online questionnaires were used as a method of collecting data from university students. The data were analysed using SPSS, by means of the Friedman test, the Pearson correlation test and the One-Way ANOVA test. Findings - The findings lead to the acceptation of the hypotheses proposed. Team attachment and involvement are effective in increasing the sponsors image and purchase intentions, thus increasing sponsorship effectiveness. Research limitation/implication - The findings of the study are only attributable to the chosen variables for testing. Further research should include other variables to comprise other areas of sponsorship effectiveness. Practical implication - The findings of this research have practical implications on stakeholder including sponsors, and marketers working in the field of sports. Originality/value - The variables used in this research include Team Attachment, Involvement, sponsors image and purchase intentions. While these variables have been used in sponsorship literature, they have only been used with other variables. Additionally this study gives a local (Malta) perspective to the model.