Segundo Mason (2005), o patrocnio esportivo se caracteriza por aumentar a frequncia de exposio das mensagens de marketing e tem grande impacto sobre a atitude do consumidor. Este projeto tem como objetivo identificar se o patrocnio esportivo capaz de modificar favoravelmente o aspecto afetivo da atitude em relao a uma marca, mesmo a partir de um cenrio negativo sobre tal marca. Quanto ao mtodo, utilizou-se um modelo experimental, medidas repetidas, com aplicao de questionrio onde os participantes avaliavam, em escalas, afirmaes aps insero de diferentes cenrios relacionados a aes de patrocnio esportivo. Considerando as anlises descritivas e estatsticas realizadas, em suma, o experimento proposto permitiu o entendimento de que o patrocnio esportivo capaz de alterar positivamente a atitude de consumidores. Alm disso, os resultados demonstram que estratgias macros de marketing esportivo so mais eficazes do que aes especficas para tal mudana. Desta maneira, observa-se que um planejamento de comunicao, integrando o futebol e outros esportes olmpicos, est propenso a criar um ambiente ideal para que os sentimentos positivos vinculados a natureza do esporte possam transpor a barreira de cenrios negativos e ocasionar em atitudes favorveis perante uma determinada empresa/marca.
This research assesses whether a sport sponsorship is able to change a negative attitude towards a brand. In this way, investigating the influence and potentialities of sport sponsorships on Brazilians consumers’ attitude and on their consumption intentions. In addition, this paper also evaluates the effect of the sport sponsorship considering the level of sport involvement. An opinion research and a questionnaire were chosen to shape the data collection instrument. The questionnaire was segmented in scenarios, where, at first, negative information about the company was provided in order to create a negative evaluation of a fake brand. Then, the proper independent variable was inserted, being the sport sponsorship implanted through new sets of information (football, projects to the youth and sponsorship of a sport and athletes in an Olympic and Paralympic context). In front of each scenario, the participant was asked to express their attitudes and consumption intention regards the brand. In general, observing a cumulative effect, the findings provide evidence that the sport sponsorship is capable of change a negative attitude towards a brand. The descriptive results, the Wilcoxon Signed-Rank test and Spearman correlations supported the ideia that sport sponsorship can have this positive effect, having a similar positive trend in people with high or low sport involvement. However, the Olympic frame presented only a small effect in enhancing the attitude level in all involvement groups. In front of negative scenarios, lasting investments in different platforms of sport sponsorships seem like an effective strategy, affecting positively the purchase intention as well, with similar results regardless the levels of sport involvement, but a slight better performance of a high sport involvement group.
Objective: This study assesses if a sport sponsorship is able to change a negative attitude towards a brand, also investigating the influence on consumption intentions and differences in terms of gender.Method: A questionnaire applied on Brazilians was structured based on a repeated measure design. The instrument was segmented in different scenarios, whose first one brought negative information about a sponsoring fictitious brand. After selecting only participants who had developed negative attitudes in the first context, they were submitted to subsequent sports sponsorship scenarios, having their attitudes and consumption intentions measured. The second scenario associated the brand with sponsorships to football, having the third one also linking with football, but focusing on a community perspective. The last context approached volleyball, contextualizing the sponsorship in an Olympic/Paralympic frame. Relevance: Authors have been defending that the impact of sports sponsorships on attitudes is an important gap to be more investigated, where a lack of similar studies is clear.Results: In terms of gender, the football scenarios had a bigger influence on the male group, however, the Olympic/Paralympic frame was more efficient in women. In particular, the Scenario 3 showed the highest capacity of changing negative evaluations of attitude and consumption intentions.Contribution: In resume, it was demonstrated that sports sponsorship can change (minimize) a negative attitude towards a sponsor, with subsequent positive impacts on purchase intentions.
Objetivo: Este estudo analisou a agência britânica de esporte alto desempenho, UK Sport, oferecendo uma visão detalhada de elementos de governança e sua evolução. Ademais, algumas práticas da agência britânica são comparadas com ações da entidade pública brasileira SNEAR.Método: Utilizou-se um design descritivo e exploratório por meio de um estudo de caso. O procedimento de coleta de dados é caracterizado como pesquisa documental.Relevância: Há uma necessidade contínua de se entender melhor os sistemas esportivos de alto rendimento. Em outro prisma, organizações frequentemente moldam suas estruturas, abordagems e estratégias baseando-se em “concorrentes”. Nos últimos 50 anos, o recente sucesso esportivo do UK Sport pode ser entendido como o mais relevante referente a esportes de elite. Além disso, estudos envolvendo benchmarking ainda são incipientes no Brasil.Resultados: Influenciado pelos Jogos Olímpicos de 2012, a UK Sport evoluiu rapidamente se tornando uma organização mais profissional. Sua evolução profissional foi guiada por aspectos complementares de governança, ou seja, mais e melhor qualificados funcionários, uma composição de Conselho mais “empresarial”, uma nova estrutura organizacional, processos transparentes de recrutamento, mais recursos financeiros disponíveis e investimentos sendo feitos através de metas e critérios estratégicos. Ademais, as administrações duradouras que lideraram a UK Sport forneceram a estabilidade necessária para se implementar mudanças ao longo dos anos.Contribuições: O estudo apresentou algumas idéias que podem ajudar a SNEAR a melhorar suas práticas de governança. Especialmente, um primeiro passo relevante seria publicar seu planejamento estratégico, usando como exemplo o foco estratégico do WCP da UK Sport, sem atletas e esportes não-Olímpicos/Paraolímpicos e menos atletas e esportes Olímpicos/Paraolímpicos recebendo apoio financeiro.
Recent sport professionalization demanded governmental regulation on the overall sport competition environment. This work intends to clarify and illustrate some important aspects of the European Union Competition Law that are applied to sport organizations and for managers, showing how some important cases have shaped sport practices. Specifically, the current articles 101 and 102 of the Treaty on the Functioning of the European Union (TFEU) are the focus of this analysis. In brief, the Courts are now supporting their decisions about sport competition issues based not only on the TFEU, but also on the White Paper of Sport and referential cases. Above all, as a consequence of the MecaMedina case, targeting to evaluate whether a rule adopted by a sport association infringes articles 101 and 102, a methodological approach was defined: Wouters steps (European Commission, 2007). Sports athletes, managers and institutions should assess if their entities are under the umbrella of the European Union Competition Law, taking into account the Wouters steps and the elements of the article 101 (3). Surely, any sport rule in the EU needs to observe the necessity of legitimate objectives and the proportionality of the actions in order to achieve these goals. The case-by-case Court of Justice approach of analysis was chosen as the best option, after all, general exemptions or applications could not take into consideration the specificities of the sport phenomenon. Additionally, sport managers should always foresee the effects of their rules and decisions on the sport industry, in terms of restricting or distorting competition.Keywords: Sports Law; EU Competition Law; Sport Management. Palavras-chave: Legislação esportiva; Lei da Concorrênca da UE; Gestão do esporte. LEY DE COMPETICIÓN DE LA UNIÓN EUROPEA EN DEPORTES: CASOS Y ASPECTOS RELEVANTES DE LOS ARTÍCULOS 101 Y 102 DEL TRATADO SOBRE EL FUNCIONAMIENTO DE LA UNIÓN EUROPEA, SU IMPORTANCIA E INFLUENCIA EN LOS GERENTES DEPORTIVOS E INSTITUCIONES. RESUMENLa reciente profesionalización del deporte demandaba a los gobiernos que regulasen el competitivo ambiente deportivo en general. Este trabajo trata de aclarar e ilustrar algunos aspectos importantes de la Ley de Competición de la Unión Europea que se aplican en las organizaciones deportivas y gerentes, demostrando cómo algunos casos importantes han adaptado prácticas deportivas hoy en día. Concretamente, los actuales artículos 101 y 102 del Tratado sobre el Funcionamiento en la Unión Europea (TFEU) son el objetivo del análisis. En resumen, las cortes apoyan sus decisiones no solo basadas en el TFEU. Sobre todo, como consecuencia del caso Meca-Medina, con el objetivo de evaluar que una regla adoptada por una asociación deportiva infringe los artículos 101 y 102, se definió una aproximación metodológica, "Wouters pasos" (Comisión Europea, 2007). Atletas deportivos, gerentes e instituciones deben evaluar si sus entidades están bajo el amparo de la Ley teniendo en cuenta los pasos de "Wouters" y los elementos del artículo 1...
This research assesses whether a sport sponsorship is able to change a negative attitude towards a brand. In this way, investigating the influence and potentialities of sport sponsorships on Brazilians consumers’ attitude and on their consumption intentions. In addition, this paper also evaluates the effect of the sport sponsorship considering the level of sport involvement. An opinion research and a questionnaire were chosen to shape the data collection instrument. The questionnaire was segmented in scenarios, where, at first, negative information about the company was provided in order to create a negative evaluation of a fake brand. Then, the proper independent variable was inserted, being the sport sponsorship implanted through new sets of information (football, projects to the youth and sponsorship of a sport and athletes in an Olympic and Paralympic context). In front of each scenario, the participant was asked to express their attitudes and consumption intention regards the brand. In general, observing a cumulative effect, the findings provide evidence that the sport sponsorship is capable of change a negative attitude towards a brand. The descriptive results, the Wilcoxon Signed-Rank test and Spearman correlations supported the ideia that sport sponsorship can have this positive effect, having a similar positive trend in people with high or low sport involvement. However, the Olympic frame presented only a small effect in enhancing the attitude level in all involvement groups. In front of negative scenarios, lasting investments in different platforms of sport sponsorships seem like an effective strategy, affecting positively the purchase intention as well, with similar results regardless the levels of sport involvement, but a slight better performance of a high sport involvement group.
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