The role of sponsorship fit for changing brand affect: A latent growth modeling approach

Mazodier, Marc; Quester, Pascale

doi:10.1016/j.ijresmar.2013.08.004

Cited by 66 publications

(63 citation statements)

References 59 publications

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“…Sponsorship is one of the marketing strategies most commonly used (Maxwell & Lough, 2009) as well as the most relevant (Olson, 2010). The majority of sporting events are sponsored in some way (Mazodier & Quester, 2014). In 2013 corporations invested 53.1 billion dollars worldwide in sport sponsorships (IEG, 2014).…”

Section: Introductionmentioning

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: Introductionmentioning

confidence: 99%

Involvement and Image Transfer in Sports Sponsorship

Santos

Vveinhardt

Moreno

et al. 2016

View full text Add to dashboard Cite

show abstract

“…As argue Olson (2010), Mazodier and Quester (2014), showed that after that, involvement affects the congruence between the sponsor-event.…”

Section: Review Of European Studiesmentioning

confidence: 95%

“…For Olson (2010, p. 16) -these results suggest highly devoting fan/supports of an object are likely to be favorably disposed towards seeing the 'fit' between the object and its sponsors." Similarly, Mazodier and Quester (2014), demonstrated that the event involvement relates positively to the change in the perceived fit for the event and sponsor res.ccsenet.org Vol. 10, No.…”

Section: Review Of European Studiesmentioning

confidence: 95%

“…On the other hand, the level of involvement in the event also influences the perception of the fit between the sponsor and the event, although Mazodier and Quester (2014), showed that this was happening only when the previous perception of fit was incongruous. The fact that the level of involvement affects the perception of the setting, can make us come at the res.ccsenet.org Vol.…”

Section: Conclusion Limitations Of the Study And Future Research Linesmentioning

confidence: 99%

“…As it has been demonstrated since involvement has a positive effect on attitudes, the process of transfer of image and the fit between the event and the sponsor (Olson, 2010;Mazodier and Quester, 2014). Gwinner and Eaton (1999) defined the fit between sponsor and event like the consistency between the image of the event and the brand image.…”

Section: Review Of European Studiesmentioning

confidence: 99%

See 2 more Smart Citations

The Level of Involvement with the Olimpic Games and its Influence in Sport Sponsorship.

Zapata¹,

Martínez²

2018

RES

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In this research, intend to demonstrate the influence of the consumer involvement in a finer brand purchase intent of the sponsor, and generate an effect on the consumers "goodwill" towards the sponsor and also to perceive a greater fit between sponsor and event, and finally cause the consumer better exposure in the event. This was chosen the Rio 2016 Olympic Games. In this study, different analyses have been conducted to verify reliability and factorial scales of charges. As well as analyses to contrast the hypotheses: ANOVAS and structural equations using the SmartPLS program (is a software with graphical user interface for variance-based structural equation modeling (SEM) using the partial least squares (PLS) path modeling method[1]), to check the fit for the model. It is interesting to highlight the contribution to this research, because if organizations look for sporting events with a public involved with them. Consequently will get a bigger intention to purchase the sponsor's brand, a finer perception of both the goodwill and the fit between the event and the sponsor, and finally a larger exposure in the event and accordingly, to the promotions made by sponsor brands. [1] Wong, K. K. K. (2013). Partial least squares structural equation modeling (PLS-SEM) techniques using SmartPLS. Marketing Bulletin, 24(1), 1-32.

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On the curvilinear effect of suspicion on consumer judgement suspension: The role of uncertainty towards the brand and product imagery

Panigyraki,

Polyportis,

Kyriakopoulos

2024

J of Consumer Behaviour

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When exposed to advertisements, consumers are often suspicious of brand claims. To that end, prior research has explored how individuals evaluate claims to form a judgement under a state of suspicion. Yet, consumer research has not examined how suspicion affects consumers' suspension of their judgement towards the brand. We experimentally investigate the effects of three (low vs. moderate vs. high) levels of consumer suspicion on judgement suspension. Study 1 shows that compared with low or high levels, moderate levels of suspicion lead to significantly higher judgement suspension. Studies 2 and 3 replicate this inverted U‐shaped effect for additional brand and product category contexts and unveil that uncertainty towards the brand mediates the effect of suspicion on judgement suspension. In turn, the impact of uncertainty towards the brand on judgement suspension is mediated by product imagery. This research corroborates the effects of suspicion on consumer judgement suspension.

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The role of sponsorship fit for changing brand affect: A latent growth modeling approach

Cited by 66 publications

References 59 publications

Involvement and Image Transfer in Sports Sponsorship

Involvement and Image Transfer in Sports Sponsorship

The Level of Involvement with the Olimpic Games and its Influence in Sport Sponsorship.

On the curvilinear effect of suspicion on consumer judgement suspension: The role of uncertainty towards the brand and product imagery

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