Understanding the Effects of Corporate Sponsorship on Fans and on Community.

本研究旨在探讨企业赞助活动对体育迷及社区的影响。更具体地说，本研究侧重于对社区认同形成的影响，以及从球迷的角度评估赞助活动的好处。结果表明，“自我与区域（团队）的联系”、“对区域（团队）的评价”和“与区域（团队）的关系”构成了日本区域（团队）认同。赞助活动的效果还需要进一步调查。结果还表明，球迷“感知到的赞助商意图”和“感知到的赞助商价值”影响了“对赞助商的感激之情”。此外，区域认同对团队认同有正向影响。团队ID正向影响赞助商的利益。团队ID也被发现调解区域ID和赞助商的利益。这些结果对日本的职业运动队和当地赞助商都是有益的。

The purpose of this research was to investigate the effects of corporate sponsorship activities on sport fans and community. More specifically, the study focused on the effects on the formation of community identity as well as evaluating the benefits of sponsorship activities from the fans' perspectives. Results indicated that "Interconnection of self to the area (team)", "Evaluation of area (team)", and "Relationship with area (team)" comprised area (team) identity in Japan. The effects of sponsorship activities is still needs further investigation. Results also indicated that fans' "perceived intent of sponsors" and "perceived value of sponsors" influenced "gratitude toward sponsors. Additionally, area identity (ID) positively affected team ID. Team ID positively influenced sponsor's benefits. Team ID was also found to mediate area ID and sponsor's benefits. These results are beneficial for both professional sport teams and local sponsors in Japan.