SPONSORSHIP MOTIVES AND PURCHASE INTENTION AMONG FOOTBALL FANS IN PERAK
DOI:
https://doi.org/10.55197/qjssh.v7i4.1300Keywords:
sport sponsorship, egoistic motivation, altruistic motivation, purchase intentionAbstract
This study examines how football fans in Perak interpret sport sponsorship motives and how those perceived motives influence purchase intention. A quantitative cross-sectional survey was conducted with 382 football fans. The questionnaire measured altruistic sponsorship motivation, egoistic sponsorship motivation and purchase intention using items adapted from established sponsorship research. Data were analysed using descriptive statistics and multiple linear regression. Respondents reported high perceptions of altruistic motivation (mean = 3.94, standard deviation = 1.177) and egoistic motivation (mean = 3.79, standard deviation = 1.289), indicating that fans viewed sponsorship as both community-supportive and commercially motivated. The regression model explained 58.6% of the variance in purchase intention. Egoistic motivation showed a strong positive association with purchase intention (standardised beta = 0.919, p < 0.001), whereas altruistic motivation showed a significant negative unique association (standardised beta = -0.189, p = 0.002). The findings suggest that visible commercial value stimulates purchase intention more directly than goodwill alone. Sponsors should combine authentic football support with clear product benefits and fan-oriented activation.
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Copyright (c) 2026 RUZAIN AIMAN ZULKEPLY, AZLINA ZID, HASYYATI HUSNA DZOOLKARNAIN, NUR NADHIRAH ZULKEFLI
This work is licensed under a Creative Commons Attribution 4.0 International License.
