Moral judgements of junior sports sponsorships: an emerging mediator of sponsor goodwill

Lenny Vance; Maria Raciti; Meredith Lawley

doi:10.1177/18393349211061614

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Moral judgements of junior sports sponsorships: an emerging mediator of sponsor goodwill

Journal article

Open access

Peer reviewed

Moral judgements of junior sports sponsorships: an emerging mediator of sponsor goodwill

Lenny Vance, Maria Raciti and Meredith Lawley

Australasian Marketing Journal, Vol.31(2), pp.91-180

2023

DOI: https://doi.org/10.1177/18393349211061614

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Abstract

Marketing management (incl. strategy and customer relations)

brand equity

Sports marketing

sponsorship marketing

moral judgements

Junior sport

The sponsorship of junior sport is a vexed issue. Parents and coaches are guardians of junior sports players and often faced with a moral dilemma. On the one hand they know sponsors, who are trying to generate goodwill through providing financial or in-kind support, are crucial to the provision of junior sports. On the other hand, they hold concerns that some sponsors are exploiting their access to these young, vulnerable players. In short, guardians are caught at a crossroads with equally undesirable alternatives—no junior sports without sponsors or junior sports with potentially exploitative sponsors. This study uses mixed methodology to examine the role that moral reasoning plays in determining sponsor brand outcomes. A qualitative study (n=18) informed a quantitative online survey (n=306) of Australian junior sports guardians. Structural equation modelling revealed that guardians’ moral reasoning influenced the relationships between sponsor fit, perceived sponsor altruism and the outcome variable, sponsorship goodwill. The findings of this study provide valuable insights into scholarly understanding of the mechanics of sponsorship information processing in the context of community-based sponsorships and provide a useful model to guide practitioners in sponsorship decision making.

Details

Title: Moral judgements of junior sports sponsorships: an emerging mediator of sponsor goodwill
Authors: Lenny Vance (Corresponding Author) - University of the Sunshine Coast, Queensland, School of Business and Creative Industries
Maria Raciti (Author) - University of the Sunshine Coast, Queensland, Indigenous and Transcultural Research Centre - Legacy
Meredith Lawley (Author) - University of the Sunshine Coast, Queensland, School of Business and Creative Industries
Publication details: Australasian Marketing Journal, Vol.31(2), pp.91-180
Publisher: Elsevier Ltd.
Date published: 2023
DOI: 10.1177/18393349211061614
ISSN: 1839-3349; 1441-3582
Organisation Unit: School of Business and Creative Industries; Indigenous and Transcultural Research Centre; University of the Sunshine Coast, Queensland; Sustainability Research Cluster
Language: English
Record Identifier: 99581008702621
Output Type: Journal article

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