66 Copyright © 2015, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited. Chapter 4 DOI: 10.4018/978-1-4666-7527-8.ch004 A Path Analytic Model of the Relationship between Event Involvement and Sponsors Recall ABSTRACT This chapter empirically examines the importance of involvement in accurate sponsor identifcation in Indian Premier League (IPL) and explores the involvement diferences between gender characteristics. The study aims to: (1) validate Kyle et al. (2004) involvement scale in context of IPL, (2) examine in- volvement diferences according to gender characteristics, and (3) explore the impact of individuals’ involvement on their ability to recall sponsors. Findings of the study reveal that involvement diferences do exist among gender characteristics and individuals’ levels of involvement signifcantly impact their ability to recall sponsors, as it was found that highly involved individuals recall more sponsors. These fndings have implications for marketers investing in sponsorship-linked marketing in emerging economies. INTRODUCTION The important role played by involvement in consumer research and marketing practices is well highlighted by researchers who argue its importance on individual’s decision making. In- volvement also helps marketers for categorizing their advertising messages as well as products/ services (Michaelidou & Dibb, 2008) and then target them afterwards using effective marketing strategies (Michaelidou & Sally, 2008). Involve- ment has been defined as “a state of motivation, arousal, or interest toward an activity or product, in addition to the constructs of social identity theory, attachment, and satisfaction to develop a model of devoted fan behavior” (Laverie & Arnett, 2000). Referred to as an individual level construct, ‘involvement’ has been studied previously with Anish Yousaf Lovely Professional University, India Anil Gupta University of Jammu, India