The investigation of on-site sponsorship activations and consumer-focused sponsorship outcomes

摘要

The purpose of this study was to investigate the demographics and lifestyles ofudattendants in an Independent Professional Baseball (IPB) team and determine the effectsudof on-site activations on three types of consumer-focused sponsorship outcomes. Also,udthis study compared the impact of various on-site activations in explaining the varianceudof the three types of consumer-focused sponsorship outcomes.udData were collected at the three consecutive IPB games during the month ofudAugust 2011. A total of 194 participants 18 years or older completed a self-administratedudquestionnaire. Three regression analyses were used, in which brand preference, purchaseudintentions, and percentage of brand awareness were used as the dependent variables,udrespectively, and five on-site sponsorship activations (signage, PA announcement,udadvertising, in-game promotion, and product display/sampling/sales) as the independentudvariables.udThe findings of this study revealed significant relationships between on-siteudactivations and consumer-focused sponsorship outcomes. Product display/sampling/salesudand signage bad significant contributions to brand awareness, and so did signage toudpurchase intentions. In terms of the effectiveness of on-site activations, the findingsudindicated thal product display/sampling/sales has the most impact in explaining theudvariance in brand awareness and signage has the most impact in explaining the varianceudin purchase intentions; in addition, sponsors employing in-game promotion boasted highudbrand awareness rate despite no significant relationship between in-game promotion andudconsumer-focused sponorship outcomes. Also, this study provided recommendations,udbased on the results of the demographic and lifestyles of the IPB spectators, to maximizeudthe benefits of both sponsor and sponsee.udThe findings of this study suggested that sponsors should arrange multipleudsponsorhip activities in a sponsored event for obtaining better consumer-focusedudsponsorship outcomes. Sponsorship activations with high or low level of interaction withudaudience generate positive impact on the sponsorship outcomes. In order to obtainudgreater consumer-focused sponsorship outcomes, sponsors can consider the inclusion of sponsorship activation featuring a high level of interaction with audiences (e.g., productuddisplay/sampling/sales and in-game promotion) into sponsorship package. It provides theudguideline of strategic implementation of sponsorship activation to increase return ofudinvestment on sponsorship.