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Developing and Validating a Multidimensional Attitudes Toward Sport Sponsorship Scale

Zachary C. T. Evans & Terry Eddy

Sport Marketing Quarterly2026https://doi.org/10.1177/10616934261433376article
AJG 1ABDC B
Weight
0.50

What the paper says

The importance of sport sponsorship as a marketing tool has led researchers to examine many of its underlying elements. Despite having examined attitudes toward sport sponsorship, researchers have been inconsistent with the theoretical frameworks underpinning the work, and/or used theoretically distinct concepts interchangeably (i.e., attitudes and beliefs). Specifically, the existing measures for examining attitudes toward sponsorship were generally based on advertising frameworks, potentially limiting the scope of examination. Accordingly, the purpose of this study was to develop and validate a new, multidimensional instrument to measure consumers’ attitudes toward sport sponsorship. The tripartite framework for attitude formation, consisting of cognitive, affective, and conative processes, was utilized as the underlying basis for examining attitudes toward sport sponsorship. Through three samples, expert panel review, and exploratory and confirmatory factor analyses, a six-factor, 20-item scale was developed.

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https://doi.org/https://doi.org/10.1177/10616934261433376

Or copy a formatted citation

@article{zachary2026,
  title        = {{Developing and Validating a Multidimensional Attitudes Toward Sport Sponsorship Scale}},
  author       = {Zachary C. T. Evans & Terry Eddy},
  journal      = {Sport Marketing Quarterly},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1177/10616934261433376},
}

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Developing and Validating a Multidimensional Attitudes Toward Sport Sponsorship Scale

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.