Measuring Event–Brand Congruence

Drengner, Jan; Jähn, Steffen; Zanger, Cornelia

doi:10.3727/152599511x12990855575060

Cited by 24 publications

(14 citation statements)

References 19 publications

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“…Studies argue that a more coherent sponsorship results in a more effective sponsorship. Previous research estimates that the positive congruence significantly influences the sponsorship's effectiveness (Drengner, Jahn, & Zanger, 2011;Johnston & Paulsen, 2011;Roy, 2010;Wang, Cheng, Purwanto, & Erimurti, 2011), therefore: H3: The fit perceived by the consumer between the sponsor and the sponsored event has a positive influence on the attitudes towards the sponsor.…”

Section: Influence Variables and Hypotheses Presentationmentioning

confidence: 99%

Involvement and Image Transfer in Sports Sponsorship

Santos

Vveinhardt

Moreno

et al. 2016

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Sponsorships have become one of the most important marketing tools. Data show that a majority of sporting events is sponsored and that investment in sponsorship is increasing every year. Companies are demanding more research to better understand their investment efficacy. Involvement is a key element in processing sponsorship information in consumers' minds. This variable affects consumer behavior and moderates the sponsor image transfer. The study of involvement could give guidance for the design of appropriate and functional advertising campaigns. The research proposes segmenting and modelling sport consumer behaviour in sponsorship by their level of involvement with the event. For this task, we propose a model for image transfer between the sponsored entity and the sponsor. Using Finite Mix Partial Least Square methods, two sample segments are achieved. The data were obtained with a web banner during an international tennis event. In conclusion, the least involved individuals do not process the image transfer effect, as opposed to the individuals who are more involved. In the theoretical field, this paper is the first to include segmentation by Finite Mix in sponsorship research. Finally, attraction and involvement strategies are proposed based on the characteristics for each of the variables in this model, for example, regular meetings for fans, autograph signings and weekly chat sessions on the web site. This study provides guidance for companies about how to increase their customers' willingness to purchase, how to improve their image, how to increase supporters' involvement and finally, how to design effective communication for supporters according to their level of involvement.

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Section: Influence Variables and Hypotheses Presentationmentioning

confidence: 99%

Involvement and Image Transfer in Sports Sponsorship

Santos

Vveinhardt

Moreno

et al. 2016

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“…For the team-sponsor fit construct the research used an adaptation of the Event-Sponsor Fit scale to the sports team context developed by Speed and Thompson (2000), which follows the literature's recommendation to use multiple item Likert scales to measure fit (Drengner et al, 2011). This scale was translated to Portuguese using the translation and back-translation process.…”

Section: Methodsmentioning

confidence: 99%

“…In the sports-marketing context, a series of studies have used both theories to explain how the level of fit between a sponsor and the sponsored property can positively influence the results of a sport sponsorship agreement (Drengner, Jahn, & Zanger, 2011). Considering that both theories seek to explain the same phenomenon, some studies are based in the ST (Deitz et al, 2012;Gwinner & Eaton, 1999;Koo et al, 2006), while others are based in the ANT (Cornwell, Humphreys, Maguire, Weeks, & Tellegen, 2006;Gwinner et al, 2009), showing convergent findings.…”

Section: Fit Theoriesmentioning

confidence: 99%

The effect of simultaneous sponsorship of rival football teams

Amorim¹,

Almeida²

2015

BAR, Braz. Adm. Rev.

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The present study investigated the impact of team identification and team-sponsor fit on the sponsor's brand equity. The study's main theoretical references are (a) the Social Identity Theory (Tajfel & Turner, 1979); (b) the Schema Theory (Singer, 1968) and (c) the Associative Network Theories (Collins & Loftus, 1975), both about the functioning of the human memory; and (d) customer-based brand equity (Keller, 1993). Research was conducted in Porto Alegre, RS, a Brazilian city where rival football (soccer) teams Grêmio and Internacional share their main sponsors, Banrisul and Unimed, since 2001 and 2002, respectively, a rare context that was previously studied only once before (Davies, Veloutsou, & Costa, 2006). The valid sample comprised 2,000 fans of both teams. The sample was non-probabilistic with equal gender and team quotas. Data analysis was performed using Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA); and the reliability, convergent, discriminant and nomological validity of the constructs were verified. To test the substantive hypotheses, Structural Equation Modeling (SEM) using the ADF technique was applied. The empirical results suggest that, in the studied context, the sponsor's brand equity is more influenced by teamsponsor fit than by team identification, which is different from a non-rivalry sponsorship context.

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“…Studies on the impact perception of congruence has on sponsorship results consider the psychological mechanisms underlying audience response to the sponsorship (Deitz, Myers, & Stafford, 2012). These are mainly based on two theories originating from Cognitive Psychology: Associative Network Theory and Schema Theory (Drengner, Jahn, & Zanger, 2011). According to Associative Network Theory, an individual's memory is organized in such a way that the pieces of information are completely interconnected like the knots in a net.…”

Section: Fitmentioning

confidence: 99%

Sports Mega-Event Sponsorship: The Impact of FIFA Reputation and World Cup Image on Sponsor Brand Equity

Coelho

Amorim

Almeida

2019

BAR, Braz. Adm. Rev.

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The present study investigates the influence the organizing body's reputation has on the image of a sports mega-event and on the mega-event sponsors' consumer-based brand equities. The study's main theoretical references are Associative Network Theory (Collins & Loftus, 1975) and Schema Theory (Axelrod, 1973), both about the functioning of the human memory. The research was carried out during the 2014 FIFA World Cup in Rio de Janeiro. Brazilians and foreigners who attended the 2014 FIFA Fan Fest on Copacabana Beach were surveyed through a nonprobabilistic sampling, and 1,973 questionnaires were collected. Data analysis was performed using Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA). We verified the reliability, convergent, discriminant, and nomological validity of the constructs. In order to test the substantive hypotheses, we applied Structural Equation Modeling (SEM) using an Asymptotic Distribution-Free (ADF) technique. The empirical results suggest that FIFA's reputation influences the image of the FIFA World Cup, but may not directly influence the sponsors' consumer-based brand equities. We also verified that the perception of fit between the mega-event and the sponsor plays a partial mediating effect on the relationship between the image of the mega-event and the sponsor's brand equity.

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Measuring Event–Brand Congruence

Cited by 24 publications

References 19 publications

Involvement and Image Transfer in Sports Sponsorship

Involvement and Image Transfer in Sports Sponsorship

The effect of simultaneous sponsorship of rival football teams

Sports Mega-Event Sponsorship: The Impact of FIFA Reputation and World Cup Image on Sponsor Brand Equity

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