A Path Analytic Model of the Relationship between Event Involvement and Sponsors Recall

A Path Analytic Model of the Relationship between Event Involvement and Sponsors Recall

Anish Yousaf (Lovely Professional University, India) and Anil Gupta (University of Jammu, India)
DOI: 10.4018/978-1-4666-7527-8.ch004
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Abstract

This chapter empirically examines the importance of involvement in accurate sponsor identification in Indian Premier League (IPL) and explores the involvement differences between gender characteristics. The study aims to: (1) validate Kyle et al. (2004) involvement scale in context of IPL, (2) examine involvement differences according to gender characteristics, and (3) explore the impact of individuals' involvement on their ability to recall sponsors. Findings of the study reveal that involvement differences do exist among gender characteristics and individuals' levels of involvement significantly impact their ability to recall sponsors, as it was found that highly involved individuals recall more sponsors. These findings have implications for marketers investing in sponsorship-linked marketing in emerging economies.
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Research Objectives

  • Validate Kyle et al. (2004) involvement scale in context of IPL.

  • Assessing the impact of fans involvement on recall of sponsors.

  • Examining involvement level differences as a result of gender characteristics.

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