Delineating the outcomes of fans' psychological commitment to sport team: product knowledge, attitude towards the sponsor, and purchase intentions

Abstract

This study aims to examine the relationship between fans' psychological commitment to team (PCT) with three outcomes to sponsors; i.e., cognitive (product knowledge), affective (attitude towards sponsors), and behavioural (purchase intentions). The covariance-based structural equation modelling (CBSEM) technique was used to examine the consequences of fans' team commitment on sponsors, as well as the influence of each outcome of fans' commitment on one another. Findings from this study provide evidence that PCT has a significant impact on cognitive and affective outcomes, but a negative or no impact was found on behavioural outcome. This implies PCT did not work as a motivational factor and failed to alter attendees' purchase intentions. When it comes to consumption decisions, consumers prefer to make these decisions according to their own life experience rather than being psychologically attached to their team. Such finding helps sport management to extend their knowledge of sponsorship in professional sports setting.