Purpose

This study examines the relationships among residents' event impact perceptions, attitude towards events, attitude towards sponsors and sponsor-related behavioural intentions (i.e. purchase intention and word-of-mouth).

Design/methodology/approach

Focusing on the Naha Marathon in Okinawa, Japan, as a research context, data were collected from residents of Okinawa who were familiar with the Naha Marathon and its sponsors (N = 322). Structural equation modelling was employed to test the hypotheses, developed based on theories of social exchange, image transfer and planned behaviour.

Findings

The findings revealed that residents’ perceptions of social event impacts, rather than economic and environmental impacts, were associated with attitudes towards the event. Such an effect was indirectly associated with purchase intentions and word-of-mouth intentions via attitude towards the sponsors.

Originality/value

The current research contributes to the literature on sport sponsorship, especially in participation-based sports, by exploring how event sponsors can enjoy fruitful returns on investment. The findings can extend our understanding by highlighting the importance of positive community engagement for sponsors. Sponsors who aim to enhance consumer behaviour should prioritize strategies aligning with the positive social impacts of events.

中文翻译：

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将活动影响感知与主办城市居民的赞助商相关行为联系起来

 目的

本研究探讨了居民对事件影响的感知、对事件的态度、对赞助商的态度以及与赞助商相关的行为意向（即购买意向和口碑）之间的关系。

设计/方法论/途径

以日本冲绳那霸马拉松为研究背景，从熟悉那霸马拉松及其赞助商的冲绳居民中收集数据（ N = 322）。采用结构方程模型来检验基于社会交换、图像传递和计划行为理论提出的假设。

 发现

研究结果显示，居民对社会事件影响的看法，而不是经济和环境影响，与对事件的态度有关。这种效应通过对赞助商的态度与购买意向和口碑意向间接相关。

 原创性/价值

当前的研究通过探索赛事赞助商如何享受丰厚的投资回报，为体育赞助的文献做出了贡献，特别是在参与型体育方面。研究结果可以通过强调积极社区参与对赞助商的重要性来扩展我们的理解。旨在增强消费者行为的赞助商应优先考虑与活动的积极社会影响相一致的策略。