Team Identification Model: Antecedents and Outcomes of Football Sport Sponsorship in Egypt

11 Pages Posted: 17 Oct 2012

See all articles by Farid Elsahn

Farid Elsahn

affiliation not provided to SSRN

Nada Eman

Arab Academy for Science, Technology & Maritime Transport

Passent Tantawi

Arab Academy for Science, Technology and Maritime Transport, College of Management and Technology

Date Written: October 17, 2012

Abstract

Football domain is the most popular sport form worldwide and it gains the majority of the sponsorship effort in Egypt. This study focuses on two antecedents team’s perceived prestige and domain involvement, and it measures sponsor’s recognition, and purchase intention as the outcomes of fan’s level of team identification. A quantitative study is conducted using self-administrated questionnaires. The results show that domain involvement has a positive relationship with fans’ level of team identification and that highly identified fans tend to recognize the sponsor of their favorite football team and to have higher purchase intention of the sponsor’s product or service. Finally, conclusion and implications are presented to improve the understanding and implementation of sports football sponsorship in Egypt.

Keywords: Sports, Sponsorship, Marketing, Team Identification, Football, Antecedents, Outcomes, Egypt

Suggested Citation

Elsahn, Farid and Eman, Nada and Tantawi, Passent, Team Identification Model: Antecedents and Outcomes of Football Sport Sponsorship in Egypt (October 17, 2012). Proceedings of 18th International Business Research Conference, 2012. Available at SSRN: https://ssrn.com/abstract=2162820 or http://dx.doi.org/10.2139/ssrn.2162820

Farid Elsahn

affiliation not provided to SSRN ( email )

Nada Eman (Contact Author)

Arab Academy for Science, Technology & Maritime Transport ( email )

1029

Passent Tantawi

Arab Academy for Science, Technology and Maritime Transport, College of Management and Technology ( email )

Alexandria
Egypt

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