Ciência-IUL
Publicações
Descrição Detalhada da Publicação
Título Revista
Journal of Business and Industrial Marketing
Ano (publicação definitiva)
2018
Língua
Inglês
País
Reino Unido
Mais Informação
Web of Science®
Scopus
Google Scholar
Abstract/Resumo
Purpose
A key concern in sports sponsorship decisions is knowing under what conditions sponsorship can effectively act as a brand building tool. The purpose of this study is to list attributes to use when examining congruency in the sponsorship of national football teams. The second aim was to test whether being a client of the sponsor brand and being involved with the sponsee moderates the relationship between image congruence and sponsorship response.
Design/methodology/approach
Data were collected on four sponsors of the Portuguese national team, just before the 20th Fédération Internationale de Football Association World Cup. Analyses were conducted on a representative national sample of fans. The research design encompassed a two-step approach. First, qualitative analysis identified the main attributes that fans associate with the national team. In the second quantitative phase, moderated regression analysis was used to test the proposed model.
Findings
This study confirmed sponsor–sponsee congruence in seven attributes (i.e. national symbol, strength, strong emotions, happiness, optimism, connection and positive feelings) enhances positive brand image and fans’ involvement with the national team moderates this relationship. Positive sponsorship outcomes tend to be higher for sponsors when fans are currently clients of the sponsor brand.
Originality/value
This study adds to previous research by using mixed methods to study sponsor–sponsee congruence regarding national teams and by testing whether fans being clients of sponsors and being involved with sponsees moderate sponsor–sponsee congruence.
Agradecimentos/Acknowledgements
--
Palavras-chave
Brand image,World cup,Image congruence,Sports sponsorship,Involvement with the sponsee
Classificação Fields of Science and Technology
- Economia e Gestão - Ciências Sociais