Proposta de modelo para captação de patrocinador em eventos de corrida de rua

Parolini, Pedro Lucas Leite; Júnior, Ary José Rocco; Carlassara, Eduardo de Oliveira Cruz

doi:10.1016/j.rbce.2018.06.003

Cited by 1 publication

(2 citation statements)

References 17 publications

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“…The triad "congruence -involvement -credibility" is a promising way to achieve sponsorship objectives. Also in line with Parolini et al (2019), the connection between the sponsor and the organizer enabled the cognitive construction of a perception of credibility, which is an indicator of the success of sports sponsorship. At this point, it is possible to state that the sponsorship objective has been achieved.…”

Section: Discussionmentioning

confidence: 91%

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The Effect of Organizer-Sponsor Congruence on Sponsor Credibility and the Moderating Role of Involvement

Santos

Lopes²,

Santos³

2022

CBR

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Sports sponsorship has been increasingly used as a marketing tool and as a financial support for the organization of sporting events. The aim of this study was to investigate whether consumer involvement with the brand, the product and the sporting event moderates the organizer-sponsor congruence, and enhances the perceived sponsor credibility. The sample consisted of 700 runners who participated in three street racing events. Data were analyzed using the partial least squares structural equation modeling. The congruence between the brand and the event sponsorship did not affect the consumer’s perception of the sponsor’s credibility. The perceived sponsor credibility was enhanced by the congruence between the sponsor's product and the sponsorship, and by the consumer's involvement in the sporting event. The empirical evidence of the hypothetical relationships confirmed in this research sheds light on the mechanisms by which sponsorship leads to a beneficial consumer response.

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Section: Discussionmentioning

confidence: 91%

“…The participants' experience in events may be decisive for the success of the sponsorship. As stated by Parolini et al (2019) "when the runner perceives the added value of the event and is satisfied, he feels motivated to continue practicing street racing, aiming for a new experience in another sporting event" (p.410).…”

Section: Discussionmentioning

confidence: 99%