•  
  •  
 

Global Sport Business Journal

Abstract

Sport sponsorship is an important marketing tool, with many of its elements having received previous research attention. Although researchers have examined attitudes toward sport sponsorship, the theoretical grounding of attitudes is often incomplete, and theoretically distinct terms are frequently used interchangeably (e.g., attitudes and beliefs). The purpose of this study was to critically examine the literature regarding attitudes toward, and beliefs about, sponsorship to review the common frameworks utilized in examining the constructs, and analyze their theoretical appropriateness. A systematized review methodology was undertaken, through which a definition for attitude toward sponsorship was developed using the tripartite framework for attitude formation as the basis. The underlying processes within the tripartite framework, namely cognitive, affective, and conative processes were then reimagined in the context of sponsorship to create a new multidimensional model of attitudes toward sport sponsorship. This study creates the foundation upon which the authors intend for new avenues of research to be developed using this more robust framework.

Download

Share

COinS

Tell us how this article helped you.