Testing the relationship between Sport event personality and sponsorship effectiveness: A case study of a Kick-Boxing Event in Greece

Ntovoli A.

Volume : IX, Issue : V, May - 2020

Testing the relationship between Sport event personality and sponsorship effectiveness: A case study of a Kick-Boxing Event in Greece

Ntovoli A.

Abstract :

The purpose of this study was to test the relationship between the personality of a kick boxing event and the effectiveness of sports sponsorship. The sample of the survey consisted of one hundred and seventy nine (N=179) spectators of an international kick-boxing event, organized by the Pan-Hellenic Kick boxing Federation, which was held in Thessaloniki, Greece. The personality of the event was measured with Aaker�s five dimensional model. Three variables were used to measure sponsorship effectiveness: Attitude towards the sponsor, development of Word-of-mouth communication and Intention to purchase the sponsor�s products. The results showed that all the dimensions of and personality had significant and positive relationships with the variables that used to measure sponsorship effectiveness. Exciting and Sophisticated were the two dimensions with the highest correlations.