The Role of Attitudinal Loyalty, Behavioral Loyalty, Sponsor Awareness, and Attitude Toward Sponsorship in Creating Purchase Intention on Specs

Santi Rimadias, Lisa Faradila

Abstract


The JakMania Jakarta is one of the football club's supporters in Indonesia. This research aims to analyze the determinants of Specs purchase intention within the Jakmania Jakarta Supporters perception, such as attitudinal loyalty, behavioral loyalty, sponsor awareness, and attitude toward sponsorship. Data collection methods used in this research were surveyed by disseminating a questionnaire to the 100 respondents who members of the JakMania Jakarta Supporters. The analysis of the data used Structural Equation Model (SEM). The results showed that attitudinal loyalty, behavioral loyalty, and attitude towards the sponsor have a positive influence to purchase intention on specs. Behavioral loyalty and attitude towards the spon-sor have a positive influence on sponsorship awareness. Behavioral loyalty has a positive influence on atti-tude towards the sponsor, and attitudinal loyalty has a positive influence on behavioral loyalty. Meanwhile, attitudinal loyalty has no influence on sponsorship awareness and attitude towards the sponsor. Last, spon-sorship awareness does not influence purchase intention on specs.


Keywords


attitudinal loyalty; behavioral loyalty; sponsorship awareness; attitude toward sponsor; purchase intention

Full Text:

PDF

References


Biscaia, R., Correia, A., Rosado, A. F., Ross, S. D., & Maroco, J. (2013). Sports Sponsorship: The Relationship between Team Loyalty, Sponsorship Awareness, Attitude Toward the Sponsor, and Purchase Intentions. Journal of Sport Management, 27(4), 288–302. https://doi.org/10.1123/jsm.27.4.288

Bauer, H. H., Stokburger-Sauer, N. E., & Exler, S. (2008). Brand Image and Fan Loyalty in Professional Team Sport: A Refined Model and Empirical Assessment. Journal of Sport Management, 22(2), 205–226. https://doi.org/10.1123/jsm.22.2.205

Bolalob.com. (2017). Inilah Daftar Lengkap Pemenang di Bolalob Awards 2017. Retrieved from https://bolalob.com/read/78755/inilah-daftar-lengkappemenang-di-bolalob- awards-2017.

Chen, K. K., & Zhang, J. J. (2011). Examining consumer attributes associated with collegiate athletic facility naming rights sponsorship: Development of a theoretical framework. Sport Management Review, 14(2), 103–116. https://doi.org/10.1016/j.smr.2010.10.001

Doyle, J. P., Filo, K., McDonald, H., & Funk, D. C. (2013). Exploring sports brand double jeopardy: The link between team market share and attitudinal loyalty. Sport Management Review, 16(3), 285–297.

Dees, W., Bennett, G., & Villegas, J. (2008). Measuring the Effectiveness of Sponsorship of an Elite Intercollegiate Football Program. Sport Marketing Quarterly, 17(2), 79–89.

Gilaninia, S., Mousavian, S., & Rezvani, M. (2011). Assessing the Constructs of Sports Sponsorship Effectiveness and Theoretical Relationships between them among Football Fans in Iran. Interdisciplinary Journal of Contemporary Research in Business, 3(2), 113–129.

Kaynak, E., Salman, G. G., & Tatoglu, E. (2008). An integrative framework linking brand associations and brand loyalty in professional sports. Journal of Brand Management, 15(5), 336–357. https://doi.org/10.1057/palgrave.bm.2550117

Ko, Y. J., Kim, K., Claussen, C. L., & Kim, T. H. (2008). The Effects of Sports Involvement, Sponsorship Awareness and Corporate Image on the Intention to Purchase Sponsor Products – The Case of the FIFA World Cup 2010. International Journal of Sports Marketing & Sponsorship, 9(2), 6–21.

Kurniawan, R. (2017). Sejarah Munculnya Ide Pemasangan Logo Sponsor di Jersey Klub. Retrieved June 5, 2018, from http://www.sepakbola.com/2017/06/sejarah-munculnya- ide-pemasanganlogo-sponsor-di-jersey-klub/

Malhotra, N. (2010). Marketing Research (6th ed.). Pearson.

Martinez, R. J., & Janney, J. J. (2015). Market Reactions to Corporate Sponsorships of European Football Kits: The Moderating Effects of Firm Congruence. Journal of Sport Management, 29(2), 211–222. https://doi.org/10.1123/JSM.2014-0123

Risma. (2015). Richard Achmad Supriyanto: The Jakmania Memang Oranye, Tetapi Tidak Semua Oranye Itu The Jakmania. Retrieved August 5, 2018, from http://jakartakita.com/2015/04/16/richard-achmad-supriyanto-thejakmania-memang- oranye-tetapi-tidak-semua-oranye-itu-the-jakmania/

Swaras, B. (2016). 10 Sponsor Paling Loyal Bersama Satu Klub. Retrieved June 5, 2018, from http://www.ftb90.com/id/posts/3146326-10-sponsor-paling- loyal-bersama-satu-klub.

Tachis, S., & Tzetzis, G. (2015). The Relationship Among Fans' Involvement, Psychological Commitment, and Loyalty in Professional Team Sports. International Journal of Sport Management, Recreation & Tourism, 18, 1– 25. https://doi.org/10.5199/ijsmart-1791- 874X-18a




DOI: http://dx.doi.org/10.35384/jime.v11i2.147

Refbacks

  • There are currently no refbacks.


View JIME Stats

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.