Abstract:

Based on attribution theory, this paper empirically analyses the relationship between consumer perception of a firm’s motives for sport sponsorship and purchase intention by using structural equation model. The study reveals that consumer can clearly distinguish egoistic-driven, values-driven, strategic-driven and stakeholder-driven motives of sponsorship. Thereinto, egoistic-driven and stakeholder-driven motives have significantly negative influence on consumers' trust and purchase intention, while values-driven and strategic-driven motives have significantly positive influence on consumers' trust and purchase intention. Further, consumer trust plays a partial mediating role in the impact of a firm’s motives for sports sponsorship on purchase intention. Finally, the paper analyses the impact of consumers’ characteristics and corporate types on consumers’ attribution, and gives some suggestions about sponsoring marketing for the managers.

Key words: Attribution Theory, Sports Sponsorship, Sponsoring Motive, Trust, Purchase Intention