Nowadays sponsorship has become a vital part of funding for a wide range of sport activities, artistic, and social events because sponsors believe that supporters’ passions and interests on the events or on their supported teams would definitely generate to a long-term beneficial for the sponsors and how sponsors can effect to consumer behavior. On the other hand, traditional commercials such as TV advertising, flyers and sales promotion are facing challenges of reaching increasingly fragmented consumer markets.
The purpose of this study is to investigate how social identity influences the behavior planned theory and behavior outcomes. This study used 28-item survey questionnaire to conduct the research on sports fans with 250 respondents in order to identify relationship between sports fans’ attitude towards the brand, subjective norm, brand loyalty and behavior.
Statistic Package for Social Sciences were employed to analyze the data gathered includes descriptive analysis factor analysis and Regression. Through the analysis research, the result of this study indicated that planned behavior and behavior outcomes influence positively on brand sponsorship, but social identity has only parsley effects on them. Moreover, the study found that consumer attitudinal responses are related with behavior out comes. For the managerial study, the research helps mangers to plan their marketing and sponsoring striates.

Nowadays sponsorship has become a vital part of funding for a wide range of sport activities, artistic, and social events because sponsors believe that supporters’ passions and interests on the events or on their supported teams would definitely generate to a long-term beneficial for the sponsors and how sponsors can effect to consumer behavior. On the other hand, traditional commercials such as TV advertising, flyers and sales promotion are facing challenges of reaching increasingly fragmented consumer markets.
The purpose of this study is to investigate how social identity influences the behavior planned theory and behavior outcomes. This study used 28-item survey questionnaire to conduct the research on sports fans with 250 respondents in order to identify relationship between sports fans’ attitude towards the brand, subjective norm, brand loyalty and behavior.
Statistic Package for Social Sciences were employed to analyze the data gathered includes descriptive analysis factor analysis and Regression. Through the analysis research, the result of this study indicated that planned behavior and behavior outcomes influence positively on brand sponsorship, but social identity has only parsley effects on them. Moreover, the study found that consumer attitudinal responses are related with behavior out comes. For the managerial study, the research helps mangers to plan their marketing and sponsoring striates.

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