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Using a best-worst scaling choice experiment to investigate sport sponsorship's impact on fans' purchase intentions
thesisposted on 2022-03-29, 01:49 authored by Khaled Hamad Almaiman
Purpose: Increasing customers' purchase intention levels is one of the main reasons companies engage in sport sponsorship deals. Previous studies in the sport sponsorship context have utilised rating scales to measure fans' purchase intentions. However, this approach has some serious limitations, such as acquiescence bias and hypothetical bias. To overcome the limitations associated with rating scales, this small-scale research uses a best-worst scaling method to experimentally investigate sponsorship's effects on fans' purchase intentions. Design/methodology approach: This research follows a quantitative approach applying best-worst scaling as the main method of research, enhanced by employing several well-known sport sponsorship constructs. The sample of this research consists of fans of two Australian soccer teams. Findings: The results of this study did not find any evidence of the effects of sport sponsorship on fans' purchase intentions from their favourite team's sponsors. Fans are more likely to consider buying the brand and the product they like without considering any sponsorship deal. Research limitations/implications: This study has three limitations related to the BWS design, the context of the research, and the level of sponsorship. However, this research provides a methodological implication by applying best minus worst method in BWS case 3 at attributes' level. Originality/value: This research is the first study to employ a best-worst scaling method in investigating the effects of sport sponsorship on fans' purchase intentions.