Sports sponsorship and the impact on a brand's purchasing intention and recommendation: Red Bull, more than wings
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/19184 |
Resumo: | Sponsorship has proven to be a fast-flourishing marketing tool. Its main essence is, in the companies' perspective, to effectively promote their products and services. Therefore, over the years, companies have begun to behold and consider this tool as a massive gateway for a successful strategical long-term plan. Previous sponsorship studies, have instigated to examine its concept on multiple situations and the implications they entail, but often lack new effective measures and approaches. Hence, the purpose of this investigation is to better understand and scrutinize the effects of Sports Sponsorship - its Awareness, Perceived Quality and Image - on Brand Equity variables, in particular, on Brand Image, Brand Awareness, Brand Loyalty and Perceived Brand Quality. Consequently, with that in mind, there is an examination of the effect/influence on the consumer's Brand Purchasing Intention and Brand Recommendation. Moreover, Red Bull, is used as a main reference. The energy drinks' company was placed on a Sports Sponsorship context, with 3 main sports highlighted (Football/Soccer, Air Racing and Formula 1). The respondents (from a diverse age range), were asked several questions considering Sponsorship and Brand Equity's variables and, their a-posteriori Brand Purchasing Intention and Recommendation - always heeding the Brand´s Sports Sponsorship they consider to be the most important. The results gathered by the following research propose that the presence of a Sports Sponsorship initiative brings no direct influence on a Brand's Purchasing Intention and Recommendation. In addition, Perceived Brand Quality affects both final variables, whereas Brand Awareness impacts none. |
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Sports sponsorship and the impact on a brand's purchasing intention and recommendation: Red Bull, more than wingsSports sponsorshipBrand equityBrand purchasing intentionBrand recommendationPatrocínio no desportoValor da marcaIntenção de compra da marcaRecomendação da marcaSponsorship has proven to be a fast-flourishing marketing tool. Its main essence is, in the companies' perspective, to effectively promote their products and services. Therefore, over the years, companies have begun to behold and consider this tool as a massive gateway for a successful strategical long-term plan. Previous sponsorship studies, have instigated to examine its concept on multiple situations and the implications they entail, but often lack new effective measures and approaches. Hence, the purpose of this investigation is to better understand and scrutinize the effects of Sports Sponsorship - its Awareness, Perceived Quality and Image - on Brand Equity variables, in particular, on Brand Image, Brand Awareness, Brand Loyalty and Perceived Brand Quality. Consequently, with that in mind, there is an examination of the effect/influence on the consumer's Brand Purchasing Intention and Brand Recommendation. Moreover, Red Bull, is used as a main reference. The energy drinks' company was placed on a Sports Sponsorship context, with 3 main sports highlighted (Football/Soccer, Air Racing and Formula 1). The respondents (from a diverse age range), were asked several questions considering Sponsorship and Brand Equity's variables and, their a-posteriori Brand Purchasing Intention and Recommendation - always heeding the Brand´s Sports Sponsorship they consider to be the most important. The results gathered by the following research propose that the presence of a Sports Sponsorship initiative brings no direct influence on a Brand's Purchasing Intention and Recommendation. In addition, Perceived Brand Quality affects both final variables, whereas Brand Awareness impacts none.O Patrocínio tem-se revelado uma ferramenta de rápido crescimento, tendo como principal objetivo, do ponto de vista das empresas, a promoção eficaz dos seus produtos e serviços. Com o passar dos anos, as empresas começaram a reconhecer esta ferramenta como um portal sólido para o sucesso estratégico, no longo prazo. Estudos prévios sobre o Patrocínio têm exibido detalhadas análises, sob diversas situações, todavia, sem um fio condutor eficaz. Portanto, o objetivo desta investigação consiste num melhor escrutínio dos efeitos do Patrocínio no Desporto - a sua Consciência, Qualidade Percetível e Imagem - nas variáveis referentes ao Valor da Marca, mais exatamente, a Imagem da Marca, a Consciência da Marca, a Lealdade à Marca e a Qualidade Percetível da Marca. Consequentemente, é examinado o efeito na Intenção de Compra e Recomendação da Marca. Para além disso, Red Bull, é usada como referência principal de estudo. A empresa de bebidas energéticas foi colocada no contexto dos seus patrocínios desportivos, com realce a três (Futebol, "Air Racing" e Formula 1). Os inquiridos foram questionados relativamente às variáveis de Patrocínio e Valor da Marca, como também, à Intenção de Compra e Recomendação da Marca – considerando o Patrocínio de Desporto por eles considerado como o mais importante para a Marca. Os resultados recolhidos da investigação apontam para que as iniciativas de Patrocínio no Desporto não tenham uma influência direta na Intenção de Compra e Recomendação da Marca. Ademais, a Qualidade Percetível da Marca produz um efeito direto nas duas variáveis dependentes, ao invés da Consciência à Marca.2019-12-13T15:51:45Z2019-11-20T00:00:00Z2019-11-202019-09info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10071/19184TID:202322173engBrito, David Coelhoinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:41:11Zoai:repositorio.iscte-iul.pt:10071/19184Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:19:07.754944Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Sports sponsorship and the impact on a brand's purchasing intention and recommendation: Red Bull, more than wings |
title |
Sports sponsorship and the impact on a brand's purchasing intention and recommendation: Red Bull, more than wings |
spellingShingle |
Sports sponsorship and the impact on a brand's purchasing intention and recommendation: Red Bull, more than wings Brito, David Coelho Sports sponsorship Brand equity Brand purchasing intention Brand recommendation Patrocínio no desporto Valor da marca Intenção de compra da marca Recomendação da marca |
title_short |
Sports sponsorship and the impact on a brand's purchasing intention and recommendation: Red Bull, more than wings |
title_full |
Sports sponsorship and the impact on a brand's purchasing intention and recommendation: Red Bull, more than wings |
title_fullStr |
Sports sponsorship and the impact on a brand's purchasing intention and recommendation: Red Bull, more than wings |
title_full_unstemmed |
Sports sponsorship and the impact on a brand's purchasing intention and recommendation: Red Bull, more than wings |
title_sort |
Sports sponsorship and the impact on a brand's purchasing intention and recommendation: Red Bull, more than wings |
author |
Brito, David Coelho |
author_facet |
Brito, David Coelho |
author_role |
author |
dc.contributor.author.fl_str_mv |
Brito, David Coelho |
dc.subject.por.fl_str_mv |
Sports sponsorship Brand equity Brand purchasing intention Brand recommendation Patrocínio no desporto Valor da marca Intenção de compra da marca Recomendação da marca |
topic |
Sports sponsorship Brand equity Brand purchasing intention Brand recommendation Patrocínio no desporto Valor da marca Intenção de compra da marca Recomendação da marca |
description |
Sponsorship has proven to be a fast-flourishing marketing tool. Its main essence is, in the companies' perspective, to effectively promote their products and services. Therefore, over the years, companies have begun to behold and consider this tool as a massive gateway for a successful strategical long-term plan. Previous sponsorship studies, have instigated to examine its concept on multiple situations and the implications they entail, but often lack new effective measures and approaches. Hence, the purpose of this investigation is to better understand and scrutinize the effects of Sports Sponsorship - its Awareness, Perceived Quality and Image - on Brand Equity variables, in particular, on Brand Image, Brand Awareness, Brand Loyalty and Perceived Brand Quality. Consequently, with that in mind, there is an examination of the effect/influence on the consumer's Brand Purchasing Intention and Brand Recommendation. Moreover, Red Bull, is used as a main reference. The energy drinks' company was placed on a Sports Sponsorship context, with 3 main sports highlighted (Football/Soccer, Air Racing and Formula 1). The respondents (from a diverse age range), were asked several questions considering Sponsorship and Brand Equity's variables and, their a-posteriori Brand Purchasing Intention and Recommendation - always heeding the Brand´s Sports Sponsorship they consider to be the most important. The results gathered by the following research propose that the presence of a Sports Sponsorship initiative brings no direct influence on a Brand's Purchasing Intention and Recommendation. In addition, Perceived Brand Quality affects both final variables, whereas Brand Awareness impacts none. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-12-13T15:51:45Z 2019-11-20T00:00:00Z 2019-11-20 2019-09 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10071/19184 TID:202322173 |
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http://hdl.handle.net/10071/19184 |
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TID:202322173 |
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eng |
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eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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