Mối quan hệ giữa tương thích tài trợ, chất lượng mối quan hệ và dự định tài trợ thể thao tại Việt Nam

BỘ GIÁO DỤC VÀ ĐÀO TẠO TRƯỜNG ĐẠI HỌC KINH TẾ TP HỒ CHÍ MINH THÂN VĂN HẢI MỐI QUAN HỆ GIỮA TƯƠNG THÍCH TÀI TRỢ, CHẤT LƯỢNG MỐI QUAN HỆ VÀ DỰ ĐỊNH TÀI TRỢ THỂ THAO TẠI VIỆT NAM LUẬN ÁN TIẾN SĨ KINH TẾ TP Hồ Chí Minh – Năm 2019 BỘ GIÁO DỤC VÀ ĐÀO TẠO TRƯỜNG ĐẠI HỌC KINH TẾ TP HỒ CHÍ MINH THÂN VĂN HẢI MỐI QUAN HỆ GIỮA TƯƠNG THÍCH TÀI TRỢ, CHẤT LƯỢNG MỐI QUAN HỆ VÀ DỰ ĐỊNH TÀI TRỢ THỂ THAO TẠI VIỆT NAM Chuyên ngành: Quản Trị Kinh Doanh Mã số: 9340101 LUẬN ÁN TIẾN SĨ KINH TẾ NGƯỜI HƯỚNG DẪN KHOA HỌC: PGS TS HỒ TIẾN DŨNG TP Hồ Chí Minh – Năm 2019 i LỜI CAM ĐOAN Tôi xin cam đoan luận án tiến sĩ kinh tế “Mối quan hệ tương thích tài trợ, chất lượng mối quan hệ dự định tài trợ thể thao Việt Nam” cơng trình nghiên cứu của riêng Các kết quả nghiên cứu luận án tơi tự tìm hiểu, phân tích cách trung thực, khách quan, phù hợp với thực tiễn của Việt Nam chưa từng công bố bất kỳ cơng trình nghiên cứu khác Tất cả tham khảo kế thừa trích dẫn đầy đủ TP Hồ Chí Minh, ngày 10 tháng 06 năm 2019 Nghiên cứu sinh Thân Văn Hải ii MỤC LỤC LỜI CAM ĐOAN i MỤC LỤC ii DANH MỤC CÁC CHỮ VIẾT TẮT vi BẢNG THUẬT NGỮ TIẾNG ANH - VIỆT vii DANH MỤC BẢNG viii DANH MỤC HÌNH VẼ x TÓM TẮT LUẬN ÁN xi CHƯƠNG - TỔNG QUAN VỀ NGHIÊN CỨU 1.1 Lý nghiên cứu đề tài 1.1.1 Lý từ bối cảnh lý thuyết nghiên cứu 1.1.2 Lý từ thực tiễn hoạt động tài trợ thể thao 1.2 Các nghiên cứu liên quan đến đề tài 1.2.1 Sự thiếu hụt nghiên cứu liên quan đến dự định tài trợ thể thao 1.2.2 Tương thích tài trợ yếu tố quan trọng chọn lựa tài trợ 1.2.3 Các nghiên cứu chất lượng mối quan hệ 10 1.2.4 Khe hổng lý thuyết nghiên cứu 12 1.3 Mục tiêu nghiên cứu 13 1.3.1 Mục tiêu tổng quát 13 1.3.2 Mục tiêu cụ thể 13 1.3.3 Câu hỏi nghiên cứu 14 1.4 Phương pháp nghiên cứu 14 1.4.1 Phương pháp nghiên cứu định tính 14 1.4.2 Phương pháp nghiên cứu định lượng 15 1.5 Đối tượng phạm vi nghiên cứu 15 1.5.1 Đối tượng nghiên cứu 15 1.5.2 Phạm vi nghiên cứu 16 1.6 Ý nghĩa nghiên cứu 16 1.6.1 Về mặt học thuật 16 1.6.2 Về mặt thực tiễn 17 1.7 Kết cấu luận án 18 Tóm tắt chương 19 iii CHƯƠNG - CƠ SỞ LÝ THUYẾT VÀ MƠ HÌNH NGHIÊN CỨU 2.1 Giới thiệu 20 2.2 Các khái niệm liên quan đến tài trợ thể thao 20 2.2.1 Khái niệm tài trợ 20 2.2.2 Khái niệm tài trợ thể thao 21 2.3 Các lý thuyết nghiên cứu 23 2.3.1 Các lý thuyết liên quan đến hành vi dự định 23 2.3.2 Các lý thuyết liên quan đến tương thích tài trợ 26 2.3.3 Các lý thuyết liên quan đến chất lượng mối quan hệ 29 2.3.4 Các lý thuyết liên quan đến rủi ro tài trợ 33 2.3.5 Các lý thuyết liên quan đến danh tiếng tài trợ 36 2.3.6 Các lý thuyết liên quan đến thu hút truyền thông 38 2.3.7 Các lý thuyết liên quan đến động tài trợ 40 2.4 Áp dụng lý thuyết nghiên cứu 43 2.5 Kết nghiên cứu định tính khám phá mơ hình 46 2.5.1 Mục tiêu nghiên cứu định tính khám phá mơ hình 46 2.5.2 Thiết kế nghiên cứu định tính khám phá mơ hình 46 2.5.3 Thu thập liệu nghiên cứu định tính khám phá mơ hình 47 2.5.4 Xử lý liệu nghiên cứu định tính khám phá mơ hình 47 2.5.5 Sử dụng kết quả nghiên cứu định tính khám phá mơ hình 48 2.6 Đề xuất giả thuyết nghiên cứu 52 2.6.1 Giả thuyết quan hệ tương thích tài trợ dự định tài trợ 52 2.6.2 Giả thuyết quan hệ chất lượng mối quan hệ dự định tài trợ 53 2.6.3 Giả thuyết quan hệ tương thích tài trợ chất lượng mối quan hệ 55 2.6.4 Các giả thuyết quan hệ của rủi ro tài trợ 56 2.6.5 Các giả thuyết quan hệ của danh tiếng tài trợ 59 2.6.6 Các giả thuyết quan hệ của thu hút truyền thông 62 2.6.7 Các giả thuyết quan hệ của động tài trợ 64 2.7 Đề xuất mơ hình nghiên cứu 66 Tóm tắt chương 68 iv CHƯƠNG - THIẾT KẾ NGHIÊN CỨU 3.1 Giới thiệu 69 3.2 Mô tả bước nghiên cứu 69 3.2.1 Lựa chọn phương pháp nghiên cứu 69 3.2.2 Quy trình nghiên cứu 70 3.2.3 Bước nghiên cứu định tính 71 3.2.4 Bước nghiên cứu định lượng sơ 71 3.2.5 Bước nghiên cứu định lượng thức 72 3.3 Nghiên cứu định tính hiệu chỉnh thang đo 77 3.3.1 Mục tiêu nghiên cứu định tính hiệu chỉnh thang đo 77 3.3.2 Thiết kế thực nghiên cứu định tính hiệu chỉnh thang đo 77 3.3.3 Sử dụng kết quả nghiên cứu định tính hiệu chỉnh thang đo 77 3.4 Nghiên cứu định lượng sơ 88 3.4.1 Thiết kế nghiên cứu định lượng sơ 88 3.4.2 Quy trình thu thập liệu 89 3.4.3 Kiểm định độ tin cậy thang đo 90 3.4.4 Kiểm định giá trị thang đo EFA 97 3.5 Thang đo thức nghiên cứu 103 Tóm tắt chương 106 CHƯƠNG - PHÂN TÍCH KẾT QUẢ NGHIÊN CỨU 4.1 Giới thiệu 107 4.2 Thống kê mô tả mẫu nghiên cứu định lượng thức 107 4.3 Phân tích nhân tố khẳng định (CFA) 108 4.3.1 Kết quả CFA yếu tố độc lập mơ hình 108 4.3.2 Phân tích CFA thành phần thang đo chất lượng mối quan hệ 112 4.3.3 Phân tích CFA ́u tố phụ thuộc mơ hình 115 4.3.4 Kết quả CFA mơ hình đo lường tới hạn 117 4.3.5 Tóm tắt kết quả phân tích CFA 120 4.4 Kiểm định mơ hình lý thuyết SEM 121 v 4.4.1 Kiểm định mơ hình lý thút 121 4.4.2 Kiểm định mối quan hệ mơ hình 122 4.4.3 Kiểm định Bootstrap 124 4.4.4 Phân tích khác biệt loại hình doanh nghiệp đến dự định tài trợ 126 4.4.5 Tác động trực tiếp gián tiếp của yếu tố mơ hình 126 4.4.6 Kiểm định giả thuyết nghiên cứu 127 4.5 Thảo luận kết nghiên cứu 130 4.5.1 Mối quan hệ của tương thích tài trợ dự định tài trợ 130 4.5.2 Mối quan hệ của chất lượng mối quan hệ dự định tài trợ 131 4.5.3 Mối quan hệ tương thích tài trợ chất lượng mối quan hệ 132 4.5.4 Các mối quan hệ của động tài trợ 133 4.5.5 Các mối quan hệ của danh tiếng tài trợ 134 4.5.6 Các mối quan hệ của thu hút truyền thông 135 4.5.7 Các mối quan hệ của rủi ro tài trợ 136 Tóm tắt chương 137 CHƯƠNG - HÀM Ý QUẢN TRỊ VÀ KẾT LUẬN 5.1 Giới thiệu 138 5.2 Hàm ý quản trị 138 5.2.1 Hàm ý nghiên cứu mối quan hệ trực tiếp đến dự định tài trợ 138 5.2.2 Hàm ý nghiên cứu mối quan hệ gián tiếp đến dự định tài trợ 142 5.3 Các đóng góp đề tài 149 5.3.1 Đóng góp mặt lý thuyết 149 5.3.2 Đóng góp mặt thực tiễn 150 5.4 Các hạn chế hướng nghiên cứu 151 5.5 Kết luận 152 CƠNG TRÌNH NGHIÊN CỨU CỦA TÁC GIẢ ĐÃ CÔNG BỐ A1 TÀI LIỆU THAM KHẢO A2-A23 PHỤ LỤC B1-B102 vi DANH MỤC CÁC CHỮ VIẾT TẮT Tên đầy đủ Chữ viết tắt AMOS AVE CAMK Analysis moment of structures Average variance extracted Cam kết CFA Confirmatory factor analysis CFI Comparative fix index CLQH Chất lượng mối quan hệ CR Construct reliability Df Số bậc tự của mơ hình DĐTT Dự định tài trợ DTTT Danh tiếng tài trợ ĐCTT Động tài trợ EFA Exploratory factor analysis HAIL Hài lòng GFI Good of fitness index PCA Principal component analysis RMSEA Root mean square error approximation RRTT Rủi ro tài trợ SE Standard error SEM Structural equation modeling SPSS Statistical packge for the social sciences THTT Thu hút truyền thông TLI Tucker & Lewis index TINT Tin tưởng TPB Theory of planned behavior TRA Theory of reasoned action TTTT Tương thích tài trợ vii BẢNG THUẬT NGỮ TIẾNG ANH - VIỆT Tiếng Anh Tiếng Việt Attribution theory Lý thuyết quy kết Average variance extracted (AVE) Trung bình phương sai trích Commitment Cam kết Confirmatory factor analysis (CFA) Phân tích nhân tố khẳng định Congruity theory Lý thuyết đồng Cronbach’s alpha Hệ số tin cậy thang đo Exploratory factor analysis (EFA) Phân tích nhân tố khám phá Expected utility theory Lý thuyết kỳ vọng Media exposure Thu hút tuyền thông Need for achievement theory Lý thuyết nhu cầu thành tựu Perceived risk theory Lý thuyết nhận thức rủi ro Relationship quality Chất lượng mối quan hệ Resource-based theory Lý thuyết nguồn lực Satisfaction Hài lòng Schema theory Lý thuyết giản đồ Social exchange theory Lý thuyết trao đổi xã hội Social cognitive theory Lý thuyết nhận thức xã hội Social identity theory Lý thuyết bản sắc xã hội Sponsorship fit Tương thích tài trợ Sponsorship motivation Động tài trợ Sports sponsorship intention Dự định tài trợ thể thao Sponsee’s reputation Danh tiếng tài trợ Sponsorship risk Rủi ro tài trợ Standard error (SE) Sai số chuẩn Structural equation modeling (SEM) Mơ hình cấu trúc tún tính Theory of planned behavior (TPB) Lý thuyết hành vi dự định Theory of reasoned action (TRA) Lý thuyết hành vi hợp lý Transaction cost theory Lý thuyết chi phí giao dịch Trust Tin tưởng viii DANH MỤC BẢNG Trang Bảng 3.1: Thang đo dự định tài trợ 77 Bảng 3.2: Thang đo tương thích tài trợ 78 Bảng 3.3: Thang đo hài lòng 80 Bảng 3.4: Thang đo tin tưởng 81 Bảng 3.5: Thang đo cam kết 81 Bảng 3.6: Thang đo rủi ro tài trợ 82 Bảng 3.7: Thang đo danh tiếng tài trợ 84 Bảng 3.8: Thang đo thu hút truyền thông 85 Bảng 3.9: Thang đo động tài trợ 87 Bảng 3.10: Đánh giá độ tin cậy thang đo dự định tài trợ 91 Bảng 3.11: Đánh giá độ tin cậy thang đo tương thích tài trợ 92 Bảng 3.12: Đánh giá độ tin cậy thang đo hài lòng 93 Bảng 3.13: Đánh giá độ tin cậy thang đo tin tưởng 94 Bảng 3.14: Đánh giá độ tin cậy thang đo cam kết 94 Bảng 3.15: Đánh giá độ tin cậy thang đo rủi ro tài trợ 95 Bảng 3.16: Đánh giá độ tin cậy thang đo danh tiếng tài trợ 95 Bảng 3.17: Đánh giá độ tin cậy thang đo thu hút truyền thông 96 Bảng 3.18: Đánh giá độ tin cậy thang đo động tài trợ 97 Bảng 3.19: Kiểm định EFA thang đo yếu tố độc lập (lần 1) 98 Bảng 3.20: Kiểm định EFA thang đo yếu tố độc lập (lần 2) 99 Bảng 3.21: Kiểm định EFA thang đo yếu tố độc lập (lần 3) 100 Bảng 3.22: Kiểm định EFA thang đo chất lượng mối quan hệ 101 Bảng 3.23: Kiểm định EFA thang đo tương thích tài trợ 102 10 DTTT2 The beneficiary X has a long history DTTT3 The beneficiary X has strong financial ability DTTT4 The beneficiary X is interested in fans DTTT5 DTTT6 THTT1 THTT2 THTT3 THTT4 THTT5 THTT6 ĐCTT1 ĐCTT2 ĐCTT3 ĐCTT4 ĐCTT5 The beneficiary X has the ability to manage well The beneficiary X has high social responsibility Media exposure (THTT) The beneficiary X always attracts the attention of the media in general The beneficiary X received much media vehicle attention The beneficiary X is able to cope with unfavorable information The beneficiary X has good communication plans The beneficiary X has high frequency appearance on the media The beneficiary X can interact well on social networks Motivation (ĐCTT) We want to support the sport of the country through sponsorship of the beneficiary X We would like to sponsor the beneficiary X to build relationships with government We want to promote the development of the company through sponsorship of the beneficiary X Sponsoring the beneficiary X will bring material and spiritual benefits to me We sponsor the beneficiary X because of the introduction from government authorities Van Heerden (2001) Explore from qualitative research Apostolopoulou and Papadimitriou (2004) Explore from qualitative research 11 3.3 PILOT TEST 3.3.1 Reliability test The sample size of the preliminary quantitative research is 149 We use the Cronbach's alpha coefficient to verify the reliability of the variables The result of this step is to eliminate three observation variables The sponsorship intention (α = 0.922), commitment (α = 0.881), sponsorship risk (α = 0.853), sponsee’s reputation (α = 0.825), media exposure (α = 0.821) and motivation (α = 0.912) meet the reliability requirement at the first test The rest of variables meet reliability requirement in the second test They are: (1) sponsorship fit: Eliminate observation variables TTTT6 (Our company sponsoring the beneficiary X is reasonable) The first time: α = 0.612 and the second: α = 0.860 (2) Satisfaction variable: Eliminate observation variable HAIL1 (Overall, we are satisfied with the beneficiary X) The first time: α = 0.672 and the second: α = 0.820 (3) And trust: Eliminate observation variable TINT2 (Sponsor X is always concerned about our success) The first time: α = 0.712 and the second: α = 0.820 3.3.2 Exploratory factor analysis (EFA) The thesis uses the EFA method to preliminarily test the validity of variables The steps and results of the EFA analysis are as follows: (1) EFA analyzes independently factors in the model including sponsorship risk, sponsee’s reputation, motivation and media exposure The observation variable DTTT3 (The beneficiary X has strong financial ability) and the THTT1 (The beneficiary X always attracts the attention of the media in general) are eliminated because the loading factor is not satisfactory (0.473 and 0.443, respectively) (2) Next, the results of EFA for each dependent variable in the model (sponsorship fit, relationship quality, and sponsorship intention) are met requirements 12 CHAPTER – RESULT DISCUSSION 4.1 CONFIRMATION FACTOR ANALYSIS (CFA) Data is collected through questionnaires and face-to-face interviews There are 388 questionnaires that met requirements for statistical test CFA method is used as follows: (1) CFA for independent factor testing: sponsorship risk, sponsee’s reputation, media exposure, and motivation; (2) CFA for components of relationship quality: Satisfaction, trust and commitment; (3) CFA dependent factors; (4) Finally, CFA for saturated model The results of CFA prove that the models in this study are satisfactory At the same time, measurements of variables meet the requirements for uniqueness, distinct values, convergence values, content values, theoretical value and reliability Table 4.12: Summary of the results of CFA Variables Sponsorship risk Sponsee’s reputation Media exposure Motivation Satisfaction Trust Commitment Sponsorship fit Relationship quality Sponsorship intention AVE CR Alpha Pc 0,688 0,768 0.899 0.900 0.693 Suitability 0,666 0,803 0.904 0.904 0.655 Suitability 0,624 0,590 0,781 0,801 0,835 0,661 0,796 0,791 0,764 0,786 0,808 0,802 0.898 0.891 0.823 0.841 0.873 0.913 0.900 0.894 0.825 0.844 0.874 0.905 0.647 0.629 0.611 0.643 0.699 0.657 Suitability Suitability Suitability Suitability Suitability Suitability 0.818 0.600 Suitability 0.937 0.834 Suitability 0,599 0,834 0,731 0.929 Pvc Suitability Notice: AVE: Average variance extracted; CR: Construct reliability; Pc: Comprehensive confidence factor; Pvc: General variance deduction (Source: Author’s calculation) 13 4.2 SEM MODEL TESTING 4.2.1 Theoretical research model testing with SEM Based on the results of SEM in Figure 4.5 and the correlation coefficient (Table 4.13), we examine the relationships in the model Only the relationship between the sponsorship risk and relationship quality is insignificant statistically with a 95% confidence interval, as the P-value is 0.856 and greater than 0.05 (Table 4.13) The remaining relationships of these factors in the model are significantly and economically statistical with a 95% confidence level and consistent with data .75 83 90 85 Sponsorship risk 85 85 -.16 01 74 74 87 85 74 80 75 17 Sponsee’s reputation Sponsorship fit 29 79 32 41 Sponsorship intention 20 ,88 20 ,90 ,83 ,85 44 36 82 ,72 Satisfastion Motivation 89 82 80 78 76 86 74 81 73 71 Trust 71 83 commitment 78 99 93 Relationship quality 18 Media exposure 80 76 87 84 Chi-square = 1435.761; df = 578; P = 0.000 Chi-square/df = 2.484; GFI = 0.830; TLI = 0.906; CFI = 0.914 RMSEA = 0.062 Figure 4.5: Results of theoretical model SEM testing (Standardized) 14 Table 4.13: Correlation coefficient of theoretical model Relationship Correlation coefficient (r) Standard error (SE) Giá trị tới hạn (CR) Pvalue Sponsorship risk > Sponsorship fit -0.157 0.045 -3.214 0.001 Sponsee’s reputation > Sponsorship fit 0.166 0.044 3.383 0.000 Media exposure > Sponsorship fit 0.292 0.056 5.671 0.000 Motivation > Sponsorship fit 0.443 0.049 7.567 0.000 Motivation > Relationship quality 0.360 0.042 5.325 0.000 Sponsorship risk > Relationship quality 0.009 0.035 0.181 0.856 Reputation > Relationship quality 0.406 0.040 6.700 0.000 Media exposure > Relationship quality 0.184 0.045 3.268 0.001 Sponsorship fit > Relationship quality 0.201 0.050 2.971 0.003 Sponsorship fit > Sponsorship intention 0.316 0.101 5.077 0.000 Relationship quality > Sponsorship intention 0.196 0.145 2.998 0.003 (Source: Author’s calculation) 4.2.2 Bootstrap This study uses a Bootstrap method with a repeated number of observations N equal to 1000 The correlation coefficient of all relationships in the model is less than or equal to 2, thus estimating the estimations in the model meet the reliability requirement 15 4.2.3 Competitive model testing The proposed competitive model is as follows: Beyond the relationship between three factors including sponsorship fit, relationship quality and sponsorship intention Sponsorship risk, sponsee’s reputation, media exposure, and motivation directly impact the sponsorship intention Comparing the results between theoretical research model and competitive models shows that the competitive model reduces the degrees of freedom but does not increase the adaptability to the theoretical research model In addition, there are three main relationships in the competitive model that not reach statistical significance Specifically, sponsorship fit, relationship quality, and sponsee’s reputation did not significantly influence sponsorship intention, as Pvalue is greater than 0.05 (0.135; 0.546 and 0.072) Thus, compared with the competitive model, the theoretical model of this study more adaptable 4.2.4 Direct and indirect effects of elements in the model The indirect effect of independent variables on the dependent variables, which is calculated in Table 4.17 Table 4.17: Direct, indirect and aggregate effect of independent variables Factors Effect Sponsorship risk Sponsee reputation Media exposure Motivation Sponsorship fit Direct -0.157 0.166 0.292 0.443 Relationshi p quality Direct 0.406 0.184 0.360 0.201 Sponsorship intention Sponsorsh ip fit Relations hip quality Direct 0.000 0.000 0.000 0.000 0.316 0.196 Indirect -0.056 0.139 0.140 0.228 0.039 0.000 Total -0.056 0.139 0.140 0.228 0.355 0.196 (Source: Author’s calcualtion) 16 4.2.5 Hypothesis testing The results for the hypothesis testing are summarized in Table 4.18 The results show that the theoretical model is consistent with data Ten hypotheses are accepted and a hypothesis is rejected Specifically, the null hypothesis (H4b) “Sponsorship risk negatively affects quality of the relationship between sponsor and sponsor” is rejected The estimated coefficient of the relationship between the sponsorship risk and the relationship quality is 0.009 with P-value greater than 0.05 (p-value = 0.856; Table 4.13) This coincides with the view that countries with low uncertainty indicators such as Vietnam tend to be more comfortable with uncertainty (Hofstede-insights, 2018) In addition, the author discuss with five sponsorship experts in Vietnam and receive a consensus on the low impact of sponsorship risk on the relationship quality Sponsorship experts state that they are less concerned about the risk of establishing and maintaining a relationship In addition, relationships are built based on "intuitive" rather than "rational" Thus, socio-cultural environment in Vietnam influences the perception of sponsorship risk in the relationship of sponsorship The hypothesis H4b is rejected Except the hypothesis H4b, the remaining hypotheses are accepted because the correlation coefficient estimates of the relationship of these factors in each hypothesis meet the requirements The P-value of the relationships in the hypotheses is between 0.000 and 0.003, less than 0.05 (Table 4.13) The sign of the correlation coefficient (positive or negative) reflects the positive or negative relationship in each hypothesis Except the negative relationship of sponsorship risk (negative sign), other 17 relationships are positive (Table 4.13) In addition, the absolute value of the correlation coefficient represents the magnitude of the effects of the strength The results of the hypothesis testing are summarized in Table 4.18 Table 4.18: Summary of hypothesis testing results Hypothesis Results H1: Sponsorship fit positively impact on sponsorship Accepted intention H2: Relationship quality between sponsor and sponsee Accepted positively impact on sponsorship intention H3: Sponsorship fit positively influence relationship quality Accepted between sponsor and sponsee H4a: Sponsorship risk negatively affect sponsorship fit Accepted H4b: Sponsorship risk negatively affects the relationship Reject quality between sponsor and sponsee H5a: Sponsee’s reputation positively influence sponsorship Accepted fit H5b: Sponsee’s reputation positively influence relationship Accepted quality between sponsor and sponsee H6a: Media exposure positively affect sponsorship fit Accepted H6b: Media exposure positively affect quality of the relationship between sponsor and sponsee Accepted H7a: Motivation positively affect sponsorship fit Accepted H7b: Motivation positively affect relationship quality Accepted between sponsor and sponsee 18 CHAPTER – CONCLUSION AND MANAGEMENT IMPLICATION 5.1 CONTRIBUTION 5.1.1 Theoretical contribution This study contributes to the sponsorship literature as follows: First, the results of this study have contributed to the measurement of variable elements Specifically, one new observation variable is added to the Sponsorship fit: Our company has a resource compatibility with the beneficiary X (TTTT1) One new observation variable is added to Satisfaction: Our customers are satisfied with the programs of the beneficiary X (HAIL4) A new observation variable is added to Sponsored risk: The scandals involving the beneficiary X adversely affect the brand of our company (RRTT4) Two new observation variables are added to media exposure: The beneficiary X has high frequency appearance on the media (THTT5) and The beneficiary X can interact well on social networks (THTT6) Two new observation variables are added to Sponsorship motivation: Sponsorship of the X will bring material and spiritual benefits to me (ĐCTT4) and we sponsor the X as having introduction by superiors or authorities (ĐCTT5) Second, the thesis contributes to the theory by investigating the relationship model between sponsorship fit, relationship quality, and sponsorship intention According planned behavior theory (Ajzen, 1991), intention is antecedence of actual behavior In the field of sports sponsorship, no study has examined the relationship that directly affects behavioral intention Previous study (Van Heerden, 2001; Lee and Ross, 2012) only consider factors that directly influence sponsorship decision making This study proposes and validates the model of the relationship 19 of sponsorship intentions and the two most important elements in sponsorship, which are sponsorship fit and relationship quality Third, the study contributes to the model of factors that directly affect sponsorship fit and relationship quality Sponsorship selection and decisions have been of interest to many researchers and have become unique field in sponsorship study However, researchers have just focused on listing and evaluating the importance of each factor affecting sponsorship decisions (Charalambous - Papamiltiades, 2013) This study fills the gap in the study of the relationships of factors associated with behavioral intention In addition, the study explores the direct impact of sponsorship risk, sponsee’s reputations, media exposure, and motivation on sponsorship fit and relationship quality 5.1.2 Empirical contribution This study contributes to the sports sponsorship practice as follows: First, the study provides a platform for sport managers to build successful sponsorship proposal Specifically, (1) to build sponsorship proposal, which fits to sponsor’s need, (2) to consider the donor's motivation, (3) improve the relationship between the sponsor and the sponsee, (4) to invest in the media campaign (5) building the reputation of the sport organization (6) mitigating sponsorship risks Second, the study provides basic for managers to develop appropriate sports development policies Third, the study provides a framework for appraising and evaluating sponsorship projects The results of analyzing the relationship between the factors in the model to help sponsor have a basis for evaluating and formulating sponsorship proposals Sponsorship fit, relationship quality has a direct impact on the sponsorship intention Sponsorship fit directly 20 affect the quality of relationships Sponsorship risk, sponsee’s reputation, media exposure, and motivation indirectly influence the sponsor intention, through sponsorship fit and relationship quality Fourth, sports sponsorship is considered as a strategy to help the company build its brand, create corporate culture and to create competitive advantage over competitors This research is the basis for sponsor to develop and select appropriate sponsorship strategies 5.2 MANAGEMENT IMPLICATION 5.2.1 Management implication related to sponsorship fit Sport organizations need to create more sponsorship proposals that are compatible with the resources of potential sponsors Sponsors need to look at sponsorship fit as the first and most important consideration for a sponsorship proposal In addition, sport managers should also develop policies to encourage the development of types of sports that fit with potential sponsors 5.2.2 Management implication related to motivation Sport managers need to take advantages of government supports as well supports from local government and media to encourage community engagements At the same time, sport managers need to build strategies, which can influence buying center so that transactions can be conducted successfully Sponsees need to employed pecuniary and non-pecuniary benefits flexibly and effectively to convince sponsors More importantly, sponsors need to set up policies in which commercial benefits of sponsor are key driver resulting in sponsorship intention as well sponsorship decision Sponsors also impose corporate social responsibilities clearly during sponsorship decision making 21 5.2.3 Management implications related to relationship quality In order to achieve sponsorship effectiveness, sponsor managers need to build good relationship with sponsees Sponsors need to consider sponsorship is the social exchange in which loyalty and long-term relationship are encouraged, and opportunism is unencouraged 5.2.4 Management implication related to sponsee’s reputation It is important to build and collaborate with well-known athletes to create competitive advantage for sports managers as well as sponsors Managers should note that the reputation of the sponsee must be compatible with that of sponsor In addition, the reputation of sponsee must contribute to the efficiency of the sponsors, and specially promote the customer's purchase intentions (Dees et al., 2010) 5.2.5 Management implication related to media exposure In addition to the three observation variables of media exposure consisting of media coverage, adverse information processing and good communication, the research explores and testes two additional variables that measure the media exposure of sponsee They are frequency of media exposure and social interaction of sponsee In addition, sport organizations must engage the media, the public and social interaction 5.2.6 Management implication related to sponsorship risk Sport managers, sponsoring managers and authorities need to manage risk in sponsorship Authorities need to impose strict policies that create a professional sports environment, dealing with the negativity, leveling, and mediating results of sports 22 5.3 LIMITATION AND FUTURE RESEARCH This study still has some limitations that need to be further enhanced in future studies First, the study only looked at the relationship of sponsorship intention with the remaining six elements in the model: sponsorship fit, relationship quality, sponsorship risk, media exposure, sponsee’s reputation and motivation There are still many associations with other elements that are not considered in the model Future studies should examine and explore new elements of the sponsors’ characteristics, sponsees’ characteristics, or institutional environment factors to complement the research model Second, the sports sponsorship activities are varied, each type of sport has its own characteristics, which may have a different impact on the behavior of the sponsors However, this study only builds and validates the model for all types of sports It is necessary to continue testing the model for each type of sport or different types of sponsorship Specifically, further studies should examine the relationship between sponsorship fit, relationship quality, and sponsorship intentions for each type of sport sponsorship, such as football, volleyball, golf, tennis, etc or test the model in each sponsorship context such as sponsorship of sporting events, sports team sponsorship, athletics individual sponsorship, sports facility sponsorship, sponsorship organizing sports and sponsoring sports media packages Third, the availability of secondary data sources, it is not possible to determine accurately the sample fame from population, so the study has to use non-probability sampling methods For further studies related to this topic, the author will attempt to collect the data with probabilistic sampling to assure the representative sample 23 5.4 CONCLUSION The dissertation is completed through three steps: Qualitative research, pilot quantitative research and main quantitative research Theory of reasoned behavioral (TRA), theory of planned behavioral (TPB), organizational buying behavior, attribution theory, congruity theory, schema theory, social exchange theory, transactional cost theory, perceived risk theory, social identity theory, resource-based theory, social cognitive theory, expected theory and need for achievement theory are used together with the results of the qualitative research to propose a model of research A qualitative research study is conducted through discussions with 12 leading sports sponsors in Vietnam The research model is consists of 11 hypotheses and is composed of seven elements: Sponsorship intention, relationship quality, sponsorship fit, sponsorship risk, sponsee’s reputation, media exposure and motivation The measurement of variables are adjusted based on the measurement of previous studies combined with the results of the qualitative research Seven vaviables is consists of 41 observation variables Of which new observation variables is discovered from the pilot qualitative research The pilot quantitative study is conducted with a sample of 149 questionnaires Statistical analysis is performed by using SPSS software, Cronbach's alpha measurement reliability, and scale factor evaluation by exploratory factor analysis (EFA) Five observation variables are deleted due to failure to meet the requirements for verification of reliability and validity The main quantitative research is conducted based on 388 surveys The measurement model is further tested to meet the requirements for uniqueness, discriminant value, convergence value and reliability by confirmation factor analysis (CFA) The results of model testing by SEM 24 accept 10 hypotheses One hypothesis is rejected which is: Sponsorship risk negatively affect quality of the relationship between sponsor and sponsee (H4b) In summary, the thesis is completed the research objectives and achieved the theoretical and practical values as follows: First, develop and test a model of the relationship between sponsorship fit, relationship quality and sport sponsorship intention in Vietnam Relationship quality and sponsorship fit have positive effect on sponsorship intention Simultaneity, sponsorship fit positively impacts on relationship quality Second, sponsee’s reputation, media exposure, and motivation influence indirectly sponsorship intention of managers, through sponsorship fit and relationship quality On the other hand, sponsorship risk has indirectly negative impacts on the sponsorship intention via sponsorship fit, but not via relationship quality Third, measure the level of direct, indirect and aggregate impact of the factors on sponsorship intention, from the strongest to the weakest, namely, sponsorship fit, motivation, relationship quality, sponsee’s reputation, media exposure, and sponsorship risk Fourth, contribute to the measurement model through the discovery of seven new observation variables added to the measurement of the research elements Finally, the results of the thesis have empirical contributions, which help to increase the financial sources support for the sports At the same time, this thesis also draws on management implications for sports managers, sports development policy makers and sponsors