Understanding the Effects of Corporate Sponsorship on Fans and on Community.
| Project/Area Number |
23700727
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| Research Category |
Grant-in-Aid for Young Scientists (B)
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| Allocation Type | Multi-year Fund |
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| Research Field |
Sports science
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| Research Institution | University of the Ryukyus |
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Principal Investigator |
TSUJI Yosuke 琉球大学, 観光産業科学部, 准教授 (80585224)
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| Project Period (FY) |
2011 – 2013
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| Project Status |
Completed (Fiscal Year 2013)
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| Budget Amount *help |
¥4,290,000 (Direct Cost: ¥3,300,000、Indirect Cost: ¥990,000)
Fiscal Year 2013: ¥910,000 (Direct Cost: ¥700,000、Indirect Cost: ¥210,000)
Fiscal Year 2012: ¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000)
Fiscal Year 2011: ¥2,080,000 (Direct Cost: ¥1,600,000、Indirect Cost: ¥480,000)
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| Keywords | スポーツマーケティング / スポーツスポンサーシップ / スポーツ |
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| Research Abstract |
The purpose of this research was to investigate the effects of corporate sponsorship activities on sport fans and community. More specifically, the study focused on the effects on the formation of community identity as well as evaluating the benefits of sponsorship activities from the fans' perspectives. Results indicated that "Interconnection of self to the area (team)", "Evaluation of area (team)", and "Relationship with area (team)" comprised area (team) identity in Japan. The effects of sponsorship activities is still needs further investigation. Results also indicated that fans' "perceived intent of sponsors" and "perceived value of sponsors" influenced "gratitude toward sponsors. Additionally, area identity (ID) positively affected team ID. Team ID positively influenced sponsor's benefits. Team ID was also found to mediate area ID and sponsor's benefits. These results are beneficial for both professional sport teams and local sponsors in Japan.
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Report
(4 results)
Research Products
(9 results)
