Effect of moment marketing and brand sponsorship in brand equity and customer engagement

• Autor(a) principal: Silva, Beatriz Helena Gil Santos da
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/18345
• topic: Brand equity; Moment marketing; Social media marketing; Consumer engagement; Brand sponsorship; Valor da marca; Marketing; Estratégias de marketing; Rede social; Consumidor

To follow the needs of customer of having the information the faster they can, brands are adopting a new strategy called moment marketing, which is a challenge for customers but, if well performed, can bring several benefits. To develop this strategy, social media are used to produce and share contents. Related with this moment marketing strategy, there are some events that can triggers the perfect opportunity to engage like football championships that has associated with them sponsorship agreements which helps it to gain visibility. Focusing on this strategy to interact with customers, the purpose of this study was to investigate if content created in real-time, when influenced by brand sponsorship, have impact in the constructs of brand equity and customer engagement. To study sponsorship agreements, it is important to explore brands that are not sponsors but still perform their marketing activities related with the event – this is called ambush marketing. The experimental study evaluated a total of 303 respondents and data collection was carried out via online-survey. The results of the experimental study revealed no significant differences exists between the groups under study in terms of brand awareness, brand image and customer engagement. However, the results related with brand loyalty were different between the two groups in moment marketing condition. Regarding few existing literature, this research provides new insights on the effects that brand sponsorship in moment marketing has on brand equity and consumer engagement constructs. This study acts as preliminary research in this field and thus has great scientific relevance.