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，这项研究侧重于对社区认同感形成的影响，以及从球迷的角度评估赞助活动的好处。结果表明，在日本，“自我与区域(团队)的互连”、“区域(团队)的评价”、“与区域(团队)的关系”构成了区域(团队)认同。赞助活动的效果还有待进一步调查。研究结果还表明，球迷的“赞助商感知意图”和“赞助商价值感知”影响了“赞助商感恩”。此外，地区认同(ID)正向影响球队ID。球队ID正向影响赞助商的利益。球队ID也被发现在地区ID和赞助商利益之间起中介作用。这一结果对日本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.