Sport team-endorsed brands on Facebook

Abstract

Purpose Applying social identity theory, the social identity-brand equity model and excitation-transfer theory, the purpose of this paper is to examine effects of game outcome (win/loss) and location (home/away) on sport fans’ brand attitude and purchase intention toward a brand endorsed by their favorite sport team on Facebook, as well as the mediating role of team identification. Design/methodology/approach A two (win/loss) by two (home/away) full-factorial between-subjects experiment was conducted during the US National Collegiate Athletic Association (NCAA) football season over a four-month period. Participants (n=338), who were Facebook users and fans of a NCAA division I football team, completed an online questionnaire assessing brand attitude and purchase intention toward a team-endorsed brand on Facebook, during weeks after the team: won a home game, lost a home game, won an away game, or lost an away game. Results were analyzed using analysis of variance and bootstrapping mediation methods. Findings Results revealed a significant main effect for game outcome (win/loss), and a significant interaction effect between game outcome (win/loss) and game location (home/away). Team identification also mediated between game outcome (win/loss) and game location (home/away) to influence brand attitude, but not purchase intention. Originality/value Implications for use of social networking site (SNS)-based brand endorsements as an integral part of brands’ advertising strategies were discussed. Specifically, brands utilizing SNSs to advertise to sport fans should highlight team endorsements, particularly after home game wins, and also target highly identified fans, to maximize positive SNS-based brand evaluations.

The influence of event-related factors on sport fans' purchase intention: a study of sponsored products during televised sporting events

“…, 2015a, b). An event's characteristics also lead fans to become involved, which may include entertainment and enthusiasm generated from sport teams' competition and the uncertainty of the outcome (Hazari, 2018; Phua et al. , 2018).…”

“…Sport fans' involvement in an event generates loyalty and a positive reputation (Funk and James, 2006) that affect their participation intention (Kim et al, 2015a, b). An event's characteristics also lead fans to become involved, which may include entertainment and enthusiasm generated from sport teams' competition and the uncertainty of the outcome (Hazari, 2018;Phua et al, 2018). The fans who are extremely involved in an event form a positive image and reputation of an event.…”

Sponsorisasi pada team olahraga

“…Secara umum, penggemar menganggap sponsor tidak terlalu memberikan dampak, namum beberapa studi memberikan perhatian pada evaluasi kinerja team berdasarkan sponsor dan sebaliknya (Pan & Phua, 2021). Disisi lain, efek kinerja tim dan identifikasi penggemar pada sikap konsumen dan niat membeli terhadap merek sponsor dikonfirmasi (Pan & Phua, 2021;Phua et al, 2018).…”

Effectiveness of sponsoring the video assistant referee system: a comparative exploratory study

“…Research on the implementation of new technologies or new ways and contexts of sponsorship application is insufficient. The exceptions, according to us, are studies on social networks (Phua et al, 2018) and leverage (Weeks et al, 2008a). Authors such as Lin and Bruning (2020) consider it necessary to introduce into the sponsorship research agenda the differences between categories and subcategories, as well as the new sponsorship mechanisms and their congruence, which in the new contexts can influence the results.…”

“…Research on the implementation of new technologies or new ways and contexts of sponsorship application is insufficient. The exceptions, according to us, are studies on social networks (Phua et al. , 2018) and leverage (Weeks et al.…”