Abstract
This study analyzes the impact of fan identification, purchase intentions, and sponsorship awareness on the share of wallet attained by sponsors. Fans of a professional football team recorded their spending habits among sponsors and competitors in nine product categories. The interaction effects of the variables are analyzed that show a tendency for share of wallet gains to exist as a result of elevated levels of fan identification, purchase intentions, and sponsorship awareness. Variability across categories is found, illustrating that sponsors do not uniformly benefit from highly identified fans that possess a favorable disposition toward sponsors. Secondarily, an analysis of fans with high versus low purchase intentions suggests that reported purchase intentions do not translate to an awareness of sponsoring firms. Implications of the findings are discussed and direction is provided for future research.
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