The impact of brand and social cause prominence dimensions of fit on consumer intentions to buy cause-related products

Dagyte-Kavoliune, Gintare; Adomavičiūtė, Karina; Urbonavičius, Sigitas

doi:10.1108/emjb-05-2020-0049

Cited by 6 publications

(2 citation statements)

References 56 publications

(121 reference statements)

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“…effectively moved to sponsors if consumers are appreciative of the advantages of sponsorship. For other people, sponsorship may be a factor changing the essence of sport for advancing commercial interests (Chetioui et al, 2020;Dagyte-Kavoliune et al, 2020). As such, they may be nearer to shaping negative views about sponsorship (Koronios and Dimitropoulos, 2020).…”

Section: Beliefs About Sponsorshipmentioning

confidence: 99%

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Participant or spectator? Comprehending the sport sponsorship process from different perspectives

Koronios

Thrassou²,

Ntasis³

et al. 2022

EMJB

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PurposeDespite the fact this is already known over how sports spectators interpret sponsorship content, less is known about participants’ sentiments toward sponsors, which are sometimes crucial to the survival of participation sporting events. Various researchers have examined at how spectators recognize or recall sponsors, but very few have explored it from the viewpoint of sport participants. This research portrays a shift in focus from spectator-based to participant-based marketing by studying the differences over how participants and spectators perceive sport sponsorship, recognizing the current knowledge gap regarding the process of sponsorship in participant-based sports. Sponsorship previous research has focused on the effectiveness of sport sponsorships utilizing variables such sponsor recognition, desire to sponsors’ products and anticipated sponsorship advantages (Koronios and Dimitropoulos, 2020). The examination of sport sponsorship from the standpoint of the sport spectator is something that many of the past studies have in common. The application of past research analysing sport sponsorship from a distinct perspective: that of the sport participant, distinguishes the present study. In addition, the present study explores the distinctions in sponsorship effectiveness between spectators and participants, a topic which hasn't been addressed at before in sponsorship literature.Design/methodology/approachThis study depicts a move away from spectator-based to participant-based marketing, utilizing contemporary implicit physiological variables to measure participants’ and spectators’ awareness of and attitude toward sponsors, and it proposes a model of their purchase intentions toward real sponsors of a martial event. A total of 1,332 questionnaires were collected and analysed.FindingsFactors such as sport involvement, social media use, sincerity and beliefs of sponsorship were found to have a significant effect on purchase intention of spectators and participants. And crucial differences in the significance of various antecedent factors between spectators and participants were detected in the formation of positive purchase and word-of-mouth intentions.Originality/valueThis paper gives prominence to contemporary methodological advances in the field of implicit social cognition and their relevance to sponsorship. This is the first sponsorship research which examines the effectiveness of sponsorship variables under the implicit–explicit variables dichotomy.

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Section: Beliefs About Sponsorshipmentioning

confidence: 99%

“…For other people, sponsorship may be a factor changing the essence of sport for advancing commercial interests (Chetioui et al. , 2020; Dagyte-Kavoliune et al. , 2020).…”

Section: Theoretical Backgroundmentioning

confidence: 99%