RELATIONSHIP OF TEAM PERFORMANCE, STARS AND TEAM IDENTITY TOWARDS PURCHASE INTENTION OF THE SPONSORS’ PRODUCTS

Abstract

Businesses have various intentions in sponsoring a sport team. The purpose of this research is to 1) better understand relationships of the three attributes i.e. team performance, presence of the star players, and team identity and the purchase intention of the sponsors’ products as well as 2) identify the links between those attributes a sponsorship. A quantitative survey research was conducted in Chonburi, Thailand. A series of hypotheses testing relating the sport sponsor team to team performance, presence of the star players, and team identity have been tested. The result showed that team performance, presence of star players and team identity influence the consumer’s purchase intention to buy the products. While amongst the three attributes, there is a significant relationship between them. Product placed with images of a sport team has a positively affected on consumer’s purchase intention. Image with a presence of the star players and team identity has a relatively higher ability to predict intention to purchase of the consumers. The businesses therefore should pay a lot of attention not only the team identity but also team performance and presence of the stars in the team when choosing to sponsor any team. Selecting the right team could encourage a positive outcome, i.e. increase in sales of the company’s products.