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Using a best-worst scaling choice experiment to investigate sport sponsorship's impact on fans' purchase intentions / Khaled Hamad Almaiman

OCLC: 1392390349 ;OCLC: 951482577

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  • Title:
    Using a best-worst scaling choice experiment to investigate sport sponsorship's impact on fans' purchase intentions / Khaled Hamad Almaiman
  • Author: Almaiman, Khaled Hamad ; Hume Winzar
  • Subjects: apparel sponsorship ; best-worst scaling ; Other education not elsewhere classified ; purchase Intention ; Scaling (Social sciences) ; Soccer fans ; Soccer fans -- Australia -- Attitudes ; sport sponsorship ; sport sponsorship apparel sponsorship best-worst scaling purchase Intention ; Sports sponsorship ; Sports sponsorship -- Australia
  • Description: Purpose: Increasing customers' purchase intention levels is one of the main reasons companies engage in sport sponsorship deals. Previous studies in the sport sponsorship context have utilised rating scales to measure fans' purchase intentions. However, this approach has some serious limitations, such as acquiescence bias and hypothetical bias. To overcome the limitations associated with rating scales, this small-scale research uses a best-worst scaling method to experimentally investigate sponsorship's effects on fans' purchase intentions. Design/methodology approach: This research follows a quantitative approach applying best-worst scaling as the main method of research, enhanced by employing several well-known sport sponsorship constructs. The sample of this research consists of fans of two Australian soccer teams. Findings: The results of this study did not find any evidence of the effects of sport sponsorship on fans' purchase intentions from their favourite team's sponsors. Fans are more likely to consider buying the brand and the product they like without considering any sponsorship deal. Research limitations/implications: This study has three limitations related to the BWS design, the context of the research, and the level of sponsorship. However, this research provides a methodological implication by applying best minus worst method in BWS case 3 at attributes' level. Originality/value: This research is the first study to employ a best-worst scaling method in investigating the effects of sport sponsorship on fans' purchase intentions. Source: TROVE
  • Creation Date: 2015
  • Language: English
  • Identifier: OCLC: 1392390349
    OCLC: 951482577
  • Source: Trove Australian Thesis (Full Text Open Access)
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