Sponsorship Effectiveness

Paper Summary:

This paper presents a research study that measures the intention to purchase of sponsored product after watching a television program sponsored by MasterCard in Singapore. It ascertains the effectiveness of television sponsorship in Singapore, by predicting the intentions to purchase of sponsor's product or utilize sponsor's services using a modified version of the theory of planned behavior (TPB). Overall, the purpose of the study is to uncover the major influences on the decision to purchase a sponsor's product. Effectiveness of sponsorship has been measured in this thesis using the theory of planned behavior Both, theory of planned behavior and social identity are used to determine whether social identity adds explanatory value to the theory of planned behavior for sponsors.

Outline:
Introduction
Literature Review
methodology
Results and Discussion
Conclusion

From the Paper:

"The seventh question explored the relationship between intention to purchase and social identity (family). Question eight explores the relationship between social identity (friends) and intention to purchase. The answers of the respondents have been summarized in Table 8.1. Eighty Five (85) respondents asserted that it is "extremely likely" that for them to purchase a Master Card after watching the National Kidney Foundation (NKF) show sponsored by them is extremely important because of the support they have got from their friends. "

Sample of Sources Used:

• Abrams, D., K. Ando, et al. (1998), "Psychological attachment to the group: Cross cultural differences in organizational identification and subjective norms as predictors of workers' turnover intentions," Personality and Social Psychology Bulletin, vol. 24, no, 10. pp, 1027-1039.
• Ajzen, I, (1991), "The theory of planned behavior", Organizational Behavior and Human Decision Processes, vol. 50, no. 2, pp. 179-211.
• Ajzen, I. (2001), "Nature and operation of attitudes", Annual Review of Psychology, vol. 52, pp, 27-58.
• Ajzen, I. and M. Fishbein (1980), understanding attitudes and predicting social behavior, Englewood Cliffs, Prentice Hall.
• Amis, J., Slack, T. and Berrett, T. (1999), "Sport sponsorship as a distinctive competence", European Journal of Marketing, vol. 33, no. 3/4, pp. 250-272.

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