The Influence of Sport Sponsorship Considering Attitude on Brands
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/12176 |
Resumo: | According to Mason (2005), sports sponsorship is characterized for increasing the frequency of exposure of marketing messages and has a major impact on consumers attitude. This project aims to identify whether sports sponsorship is able to favorably modify the affective aspect of attitude towards a brand, even from a negative scenario around the brand. We used an experimental model as a method, repeated measures, with a questionnaire in which participants evaluated, on scales, different statements after the insertion of contexts related to sports sponsorship activities. Considering the descriptive and statistics analysis performed, the proposed experiment allows the understanding that sports sponsorship can favorably alter affective elements of the attitude in consumers. Furthermore, the results demonstrate that macro sports marketing strategies are most effective than specific actions in order to get attitude change. In this sense, a communication planning, integrating football and other Olympic sports, is probably to create an ideal environment for positives feelings linked to the nature of the sport that can overcome the limits of negative scenarios and might result in favorable attitudes towards a particular company/brand. |
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The Influence of Sport Sponsorship Considering Attitude on BrandsA Influência do Patrocínio Esportivo na Atitude sobre Marcassports sponsorship, sports marketing, attitude.Atitude; Marketing esportivo; Patrocínio esportivo.According to Mason (2005), sports sponsorship is characterized for increasing the frequency of exposure of marketing messages and has a major impact on consumers attitude. This project aims to identify whether sports sponsorship is able to favorably modify the affective aspect of attitude towards a brand, even from a negative scenario around the brand. We used an experimental model as a method, repeated measures, with a questionnaire in which participants evaluated, on scales, different statements after the insertion of contexts related to sports sponsorship activities. Considering the descriptive and statistics analysis performed, the proposed experiment allows the understanding that sports sponsorship can favorably alter affective elements of the attitude in consumers. Furthermore, the results demonstrate that macro sports marketing strategies are most effective than specific actions in order to get attitude change. In this sense, a communication planning, integrating football and other Olympic sports, is probably to create an ideal environment for positives feelings linked to the nature of the sport that can overcome the limits of negative scenarios and might result in favorable attitudes towards a particular company/brand.Segundo Mason (2005), o patrocnio esportivo se caracteriza por aumentar a frequncia de exposio das mensagens de marketing e tem grande impacto sobre a atitude do consumidor. Este projeto tem como objetivo identificar se o patrocnio esportivo capaz de modificar favoravelmente o aspecto afetivo da atitude em relao a uma marca, mesmo a partir de um cenrio negativo sobre tal marca. Quanto ao mtodo, utilizou-se um modelo experimental, medidas repetidas, com aplicao de questionrio onde os participantes avaliavam, em escalas, afirmaes aps insero de diferentes cenrios relacionados a aes de patrocnio esportivo. Considerando as anlises descritivas e estatsticas realizadas, em suma, o experimento proposto permitiu o entendimento de que o patrocnio esportivo capaz de alterar positivamente a atitude de consumidores. Alm disso, os resultados demonstram que estratgias macros de marketing esportivo so mais eficazes do que aes especficas para tal mudana. Desta maneira, observa-se que um planejamento de comunicao, integrando o futebol e outros esportes olmpicos, est propenso a criar um ambiente ideal para que os sentimentos positivos vinculados a natureza do esporte possam transpor a barreira de cenrios negativos e ocasionar em atitudes favorveis perante uma determinada empresa/marca.Universidade Nove de Julho - Uninove2017-06-30info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1217610.5585/remark.v16i2.3404ReMark - Revista Brasileira de Marketing; v. 16, n. 2 (2017): Abril - Junho; 194-2062177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12176/5821Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessZardini Filho, Carlos Eugênio2019-02-19T17:38:27Zoai:https://periodicos.uninove.br:article/12176Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-19T17:38:27REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
The Influence of Sport Sponsorship Considering Attitude on Brands A Influência do Patrocínio Esportivo na Atitude sobre Marcas |
title |
The Influence of Sport Sponsorship Considering Attitude on Brands |
spellingShingle |
The Influence of Sport Sponsorship Considering Attitude on Brands Zardini Filho, Carlos Eugênio sports sponsorship, sports marketing, attitude. Atitude; Marketing esportivo; Patrocínio esportivo. |
title_short |
The Influence of Sport Sponsorship Considering Attitude on Brands |
title_full |
The Influence of Sport Sponsorship Considering Attitude on Brands |
title_fullStr |
The Influence of Sport Sponsorship Considering Attitude on Brands |
title_full_unstemmed |
The Influence of Sport Sponsorship Considering Attitude on Brands |
title_sort |
The Influence of Sport Sponsorship Considering Attitude on Brands |
author |
Zardini Filho, Carlos Eugênio |
author_facet |
Zardini Filho, Carlos Eugênio |
author_role |
author |
dc.contributor.author.fl_str_mv |
Zardini Filho, Carlos Eugênio |
dc.subject.por.fl_str_mv |
sports sponsorship, sports marketing, attitude. Atitude; Marketing esportivo; Patrocínio esportivo. |
topic |
sports sponsorship, sports marketing, attitude. Atitude; Marketing esportivo; Patrocínio esportivo. |
description |
According to Mason (2005), sports sponsorship is characterized for increasing the frequency of exposure of marketing messages and has a major impact on consumers attitude. This project aims to identify whether sports sponsorship is able to favorably modify the affective aspect of attitude towards a brand, even from a negative scenario around the brand. We used an experimental model as a method, repeated measures, with a questionnaire in which participants evaluated, on scales, different statements after the insertion of contexts related to sports sponsorship activities. Considering the descriptive and statistics analysis performed, the proposed experiment allows the understanding that sports sponsorship can favorably alter affective elements of the attitude in consumers. Furthermore, the results demonstrate that macro sports marketing strategies are most effective than specific actions in order to get attitude change. In this sense, a communication planning, integrating football and other Olympic sports, is probably to create an ideal environment for positives feelings linked to the nature of the sport that can overcome the limits of negative scenarios and might result in favorable attitudes towards a particular company/brand. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017-06-30 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12176 10.5585/remark.v16i2.3404 |
url |
https://periodicos.uninove.br/remark/article/view/12176 |
identifier_str_mv |
10.5585/remark.v16i2.3404 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12176/5821 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 16, n. 2 (2017): Abril - Junho; 194-206 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
_version_ |
1799138642472468480 |