Affecting factor on role cooperation network for sports sponsorship
Article Sidebar
Main Article Content
Abstract
The research aimed to study the factors affecting the role of cooperation networks for sports sponsorship. The survey research tool was a questionnaire collected from 567 sponsorship organizations listed in the sports sponsorship registered databases at the Stock Exchange of Thailand (SET) and was analyzed using structural equation modeling techniques. Factors influencing corporate sports sponsorship through cooperation networks include social causes,
social devotion, sports sponsorship and brand sponsorship support, all of which are causally related to sports role cooperation network at 0.05 level. The analysis results show aspects of network cooperation in sports role for sponsoring organizations’ illustrated in the following equation formulas: social devotion = 0.705 (cause-related for society); R2 = 0.497, sports sponsorship = 0.546 (cause-related for society); R2 = 0.298, brand sponsorship support= 0.081 (social devotion) + 0.867* (sports sponsorship); R2 = 0.811 and affecting sports role cooperation sharing = 0.121 (social devotion) + 0.188 (sports sponsorship) + 0.661 (brand sponsorship support); R2 = 0.487. The development models empirically aligned with the evidence and forecasted at an acceptable level of 48.7%, which passed the standard level of 40% (statistical values of χ2/df = 2.977, P < 0.05, RMSEA = 0.049, RMR = 0.045, GFI = 0.970, AGFI = 0.920, CFI = 0.903). The results facilitate and support the beneficial impact of the sports cooperation network for private sponsoring stakeholders, government offices, and sports spectators.
Article Details
References
ณรงค์โพธิ์ พฤกษานันท์. (2551). ระเบียบวิธีวิจัย. กรุงเทพฯ: เอ็กซเปอร์เน็ท, 52-60.ตลาดหลักทรัพย์แห่งประเทศไทย. (2565). รายชื่อบริษัทที่จดทะเบียนในตลาดหลักทรัพย์แห่งประเทศไทย. สืบค้น 28 กุมภาพันธ์ 2565, จากhttps://portal.set.or.th/th/company/companylisthtml
นงลักษณ์ วิรัชชัย. (2542). ความสัมพันธ์โครงสร้างเชิงเส้น (LISREL): สถิติวิิเคราะห์สำหรับการวิจัยทางสังคมศาสตร์และพฤติกรรมศาสตร์ (พิมพ์ครั้งที่ 3). สำนักพิมพ์แห่งจุฬาลงกรณ์มหาวิทยาลัย, 32-84.
ปริญ ลักษิตามาศ. (2563). เอกสารประกอบการสอนจิตวิทยาและพฤติกรรมผู้บรืโภค [หลักสูตรบริหารธุรกิจดุษฎีบัณฑิต สาขาการตลาด]. กรุงเทพฯ: มหาวิทยาลัยสยาม.
ปริญ ลักษิตามาศ, ชนุรัก แซ่ย่าง, สิวารัตน์ โคบายาชิ และชัยพล หอรุ่งเรือง. (2565). การพัฒนาตัวบ่งชี้การเป็นผู้สนับสนุนการตลาดกีฬาขององค์กรธุรกิจในประเทศไทย. วารสารธรรมศาสตร์, 41(1), 195-217.
มณฑิรา ชุนลิ้ม และอุษณีษ์ เสวกวัชรี. (2561). การพัฒนากีฬาเพื่อเป็นกลยุทธ์การตลาดของมหาวิทยาลัยเอกชน. วารสารปัญญาภิวัฒน์, 10 (ฉบับพิเศษ), 83-96.
มนตรี พิริยะกุล. (2553). ตัวแบบเส้นทางกำลงสองน้อยที่สุดบางส่วน. [การประชุมวิชาการสถิติและสถิติประยุกต์ ครั้งที่ 11 ประจำปี2553]. โรงแรมฮอลิเดย์ อินน์, เชียงใหม่.
วิชิต อิ่มอารมย์. (2554). รูปแบบการตัดสินใจเป็นผู้สนับสนุนการแข่งขันกีฬาเทนนิสอาชีพในประเทศไทย. [วิทยานิพนธ์ปรัชญาดุษฎีบัณฑิต]. มหาวิทยาลัยบูรพา.
สถาบันธุรกิจเพื่อสังคม. (2553). นิยามความหมาย CSR. สืบค้น 28 กุมภาพันธ์ 2565,จาก https://www.thaicsr.com/2021/01/corporate-social-responsibility-csr.html
สุวิทย์ เมษินทรีย์. (2559). แนวคิดขับเคลื่อนสู่ประเทศไทย 4.0. สืบค้น 28 กุมภาพันธ์ 2565,จาก http://planning2.mju.ac.th/goverment/20111119104835_planning/Doc_2559-0823143652_358135.pdf
สุวิมล ติรกานันท์. (2556). ระเบียบวิธีการวิจัยทางสังคมศาสตร์: แนวทางสู่ปฏิบัติ (พิมพ์ครั้งที่ 11). สำนักพิมพ์แห่งจุฬาลงกรณ์มหาวิทยาลัย.
Adkins, S. (2005). Cause related marketing: Who cares wins. Oxford: Elsevier Butterworth-Heinemann.
Antti, H. (2015). Using sport for corporate social responsibility (CSR) in Finland. Faculty of Sport and Health Sciences. [Master’s Thesis in Social Sciences of Sport Spring]. University of Jyväskylä
Ardehjani, S. M., Foroughi, A., Alizadeh, A., & Abad, D. (2015). Impact of consumer involvement, positive emotion, and attitude toward Persian Gulf Cup on branding effectiveness of event sponsors. International Journal of Marketing and Technology, 5(7), 98-112.
Awang, Z. (2015). SEM made simple: A gentle approach to learning structural equation modelling. Malaysia: MPWS Rich Publication.
Bacon, J. (2015). How sport sponsorship is joining the digital age: MW Marketing Week. Retrieved February 28, 2022 from https://www.marketingweek.com/how-sport-sponsorship-is-joining-the-digital-age/
Beck, J. T., Chapman, K., & Palmatier, R. W. (2015). Understanding relationship marketing and loyalty program effectiveness in global markets. Journal of International Marketing, 23(3), 1-21.
Bennett, G., Ferreira, M., Lee, J., & Polite, F. (2009). The role of involvement in sports and sport spectatorship in sponsor’s brand use: The case of mountain dew and action sports sponsorship. Sport Marketing Quarterly, 18(1), 14-24.
Bernard, J. M., Stephen, H., & William, A. S. (2014). Sport marketing. (4th ed.). Human Kinetics, Inc.
Beyond Sports. (2014). Beyond sport awards 2014 shortlist. Retrieved February 28, 2022, from http://www.beyondsport.org/articles/beyond-sport-awards-2014-shortlist/
Bollen, K. A. (2014). Structural equations with latent variables. Germany: Wiley.
Carroll, A. B. (2016). Carroll’s pyramid of CSR: Taking another look. International Journal of Corporate Social Responsibility, 1(3), 1-8.
Cheung, M. L., Pires, G. D., & Rosenberger, P. J. (2019). Developing a conceptual model for examining social media marketing effects on brand awareness and brand image. International Journal of Economics and Business Research, 17(3), 243-261.
Clemente, S., Dolansky, E., Mantonakis, A., & White, K. (2014). The effects of perceived product-extrinsic cue incongruity on consumption experience: The case of celebrity sponsorship. Marketing Letter, 25(4), 373-384.
Clow, K. E., & Baack, D. (2005). Brand and brand equity concise encyclopedia of advertising. Routledge, 54.
Cochran, W. G. (1977). Sampling Techniques (3rd ed.). New York: John Wiley & Sons.
Cornwell, T. B., & Maignan, I. (1998). An international review of sponsorship research. Journal of Advertising, 27(1), 1-21. Cornwell, T. B., Lipp, O. V., & Purkis, H. (2016). Examination of affective responses to images in sponsorship-linked marketing. Journal of Global Sport Management, 1(3-4),110-128.
Cronbach, L. J. (2003). Essential of Psychology Testing. New York: Hanpercollishes.
Diamantopoulos, A., & Siguaw, J. A. (2000). Introduction to LISREL: A guide for the uninitiated. London: SAGE Publications, Inc,.
Donlan, L. (2014). An empirical assessment of factors affecting the brand-building effectiveness of sponsorship. Sport, Business and Management: An International Journal, 4(1), 6-25.
Epstein, D., Nisbet, E. C., & Gillespie, T. (2011). Who’s responsible for the digital divide? Public perceptions and policy implication. The Information Society, 27(2), 92-104.
Hair, J.F., Black, W.C., Babin, B.J., & Anderson, R.E. (2014). Multivariate data analysis (7th ed.). Essex: Pearson Education Ltd.
Hakala, A. (2015). Using sport for corporate social responsibility (CSR) in Finland. [Master’s Degree Programme in Sport Management and Health Promotion]. University of Jyväskylä.
Hassan, L., Shaw, D., Shiu, E., Walsh, G., & Parry, S. (2013). Uncertainty in ethical consumer choice: a conceptual model. Journal of Consumer Behaviour, 12 (3), 182-193.
Hoogland, J. J., & Boomsma, A. (1998). Robustness studies in covariance structure modeling: An overview and a meta-analysis. Sociological Methods & Research, 26(3), 329-367.
Hwang, H., Sarstedt, M., Cho, G., Choo, H., & Ringle, C. M. (2023). A primer on integrated generalized structured component analysis. European Business Review, 35(3), 261-284.
IEG. (2019). What sponsors want and where dollars will go in 2018. Retrieved August 27, 2023, from https://www.sponsorship.com/IEG/files/f3/f3cfac41-2983-49be-8df6-3546345e27de.pdf
Kelloway, E. K. (2015). Using Mplus for structural equation modeling: A researcher’s guide. CA: Sage Publications.
Kim, K. T., Kwak, D. H., & Kim, Y. K. (2010). The impact of cause-related marketing (CRM) in spectator sport. Journal of Management & Organization, 16(4), 515-527.
Kotler, P., & Lee, N. R. (2011). Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause. Germany: Wiley
Lori, M. (2017). The top four benefits of corporate sponsorship. Retrieved February 28, 2022, from https://www.forbes.com/sites/forbescoachescouncil / 2017/08/30thetop - four-benefits-of-corporate-sponsorship/?sh=4d0d35e73 504
Mentz, H. (2011). Customer-based brand equity of the major cellphone network service providers amongst principal estate agents in the Guateng province of South Africa. [Doctor of Philosophy in Management Studies]. University of South Africa.
Min, D., & Lee, W. (2022). The relationships between sport spectators’ experience, destination image, event image, and behavioral intention: The case of the 18th FINA World Aquatics Championships. International Journal of Applied Sports Sciences, 34(2), 183-202.
Olson, E. L., & Thjømøe, H. M. (2011). Explaining and articulating the fit construct in sponsorship. Journal of Advertising, 40(1), 57-70.
Pharr, J. R., & Lough, N. L. (2012). Differentiation of social marketing and cause-related marketing in US professional sport. Sport Marketing Quarterly, 21(2), 91-103.
Pitts, B. G., & Stotlar, D. K. (2013). Fundamental of sports marketing. West Viginia:
Fitness Information Technology.
Prendergast, G., Paliwal, A., & Mazodier, M. (2016). The hidden factors behind sponsorship and image transfer: Considerations for bilateral image transfer among sponsors and events. Journal of Advertising Research, 56(2), 132-135.
Rodrigues, P., & Borges, A. P. (2015). Corporate social responsibility and its impact in consumer decision-making. Social Responsibility Journal, 11(4), 690-701.
Romeo, J., Moukanas, H., & Rung, G. (2020). The age of accelerating strategy breakthroughs. Retrieved August 27, 2023, from https://sloanreview.mit.edu/article/the-age-of-accelerating-strategy-breakthroughs/
Saris, W. E., & Strenkhorst, L. H. (1984). Causal modeling non experimental research: An introduction to the lisrel approach. Dissertation Abstract International, 47(7), 2261-A.
Scherer, A. G., Rasche, A., Palazzo, G., & Spicer, A. (2016). Managing for political corporate social responsibility: New challenges and directions for PCSR 2.0. Journal of Management Studies, 53(3), 273-298.
Schermelleh-Engel, K., Moosbrugger, H., & Muller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and goodness-of-fit models. Methods of Psychological Research, 8(2), 23-74.
Schumacker, R. E., & Lomax, R. G. (2015). A beginner’s guide to structural equation modeling (4th ed.). United Kingdom: Taylor & Francis.
Uhrich, S., Koenigstorfer, J., & Groeppel-Klein, A. (2014). Leveraging sponsorship with corporate social responsibility. Journal of Business Research, 67(9), 2023-2029.
Urbonavicius, S., Adomaviciute, K., Urbutyte, I., & Cherian, J. (2019). Donation to charity and purchase of cause-related products: The influence of existential guilt and experience. Journal of Consumer Behavior, 18(2), 89-96.
Vassallo, M., & Saba, A. (2015). Does money for grocery expenditure sway Italian consumers’ motivational values in predicting attitude towards eco-sustainable food products? Contemporary Management Research, 11(1), 3-24.
Visser, W. (2011). The age of responsibility: CSR 2.0 and the new DNA of business. Germany: Wiley.
Wekefield, L., Wakefield, K. L., & Keller, K. L. (2020). Understanding sponsorship: A consumer-centric model of sponsorship effects. Journal of Advertising, 49(4),320-343.
Wiedmann, K. P., Labenz, F., Haase, J., & Hennigs, N. (2018). The power of experiential marketing: Exploring the causal relationship among multisensory marketing, brand experience, customer perceived value and brandstrength. Journal of Brand Management, 25(3), 101-118.
Wilson, B. (2011). Sport and business team up for social change. Retrieved February 28, 2022, from http://www.bbc.co.uk/news/business-12803088
Zeynel, E. (2023). An investigation on hope and life satisfaction of employees in the aviation sector in new normal era. Journal of Aviation, 7(1), 133-140.
Zimbalist, A. (2014). The nonprofit status of sports leagues is irrelevant. Retrieved August 27, 2023, from https://www.nytimes.com/roomfordebate/2014 /09/03/should-pro-sport-leagues-get-tax-breaks/the-nonprofit-status-of-sports-leaguesis-
irrelevant