Fans identification: the bright side of football sponsorship effectiveness
Main Author: | |
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Publication Date: | 2020 |
Format: | Article |
Language: | eng |
Source: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Download full: | http://hdl.handle.net/10400.15/3622 |
Summary: | Football events are by far one of the most preferred leisure activities amongst fans around the world, namely when it involves their favorite team. The measurement of sponsorship results is seen as a research priority, however, some results found are not consistent, in which mediation is seen as a research priority. This research intends to: i) determine fan identification effect on perceived congruency between sponsor and sponsored team, and on intentions towards buying sponsor’s products, and; ii) determine the mediation role of perceived congruence. In total, 1,399 fans from a top three Portuguese professional football team were considered for analysis. For statistical analysis, Structural Equation Modeling was used. Results show that higher levels of fans’ team identification lead to higher intention to buy sponsor’s products, and the most innovative result was the relevant mediating role of the perceived congruence in the formation of the purchase intention on sponsor’s products. |
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Fans identification: the bright side of football sponsorship effectivenesscongruencepurchase intentionfan identificationfootball fanssponsorshipFootball events are by far one of the most preferred leisure activities amongst fans around the world, namely when it involves their favorite team. The measurement of sponsorship results is seen as a research priority, however, some results found are not consistent, in which mediation is seen as a research priority. This research intends to: i) determine fan identification effect on perceived congruency between sponsor and sponsored team, and on intentions towards buying sponsor’s products, and; ii) determine the mediation role of perceived congruence. In total, 1,399 fans from a top three Portuguese professional football team were considered for analysis. For statistical analysis, Structural Equation Modeling was used. Results show that higher levels of fans’ team identification lead to higher intention to buy sponsor’s products, and the most innovative result was the relevant mediating role of the perceived congruence in the formation of the purchase intention on sponsor’s products.Taylor & FrancisRepositório Científico do Instituto Politécnico de SantarémSilva, A.2021-10-01T00:30:10Z20202020-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.15/3622engSilva, A. (2020): Fans identification: the bright side of football sponsorship effectiveness. Journal of Sport & Tourism, 24(4), 251-267. doi.org/10.1080/14775085.2020.18248001029-5399doi.org/10.1080/14775085.2020.1824800info: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:RCAAP2024-01-21T07:34:48Zoai:repositorio.ipsantarem.pt:10400.15/3622Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T01:55:02.476601Repositório 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 |
Fans identification: the bright side of football sponsorship effectiveness |
title |
Fans identification: the bright side of football sponsorship effectiveness |
spellingShingle |
Fans identification: the bright side of football sponsorship effectiveness Silva, A. congruence purchase intention fan identification football fans sponsorship |
title_short |
Fans identification: the bright side of football sponsorship effectiveness |
title_full |
Fans identification: the bright side of football sponsorship effectiveness |
title_fullStr |
Fans identification: the bright side of football sponsorship effectiveness |
title_full_unstemmed |
Fans identification: the bright side of football sponsorship effectiveness |
title_sort |
Fans identification: the bright side of football sponsorship effectiveness |
author |
Silva, A. |
author_facet |
Silva, A. |
author_role |
author |
dc.contributor.none.fl_str_mv |
Repositório Científico do Instituto Politécnico de Santarém |
dc.contributor.author.fl_str_mv |
Silva, A. |
dc.subject.por.fl_str_mv |
congruence purchase intention fan identification football fans sponsorship |
topic |
congruence purchase intention fan identification football fans sponsorship |
description |
Football events are by far one of the most preferred leisure activities amongst fans around the world, namely when it involves their favorite team. The measurement of sponsorship results is seen as a research priority, however, some results found are not consistent, in which mediation is seen as a research priority. This research intends to: i) determine fan identification effect on perceived congruency between sponsor and sponsored team, and on intentions towards buying sponsor’s products, and; ii) determine the mediation role of perceived congruence. In total, 1,399 fans from a top three Portuguese professional football team were considered for analysis. For statistical analysis, Structural Equation Modeling was used. Results show that higher levels of fans’ team identification lead to higher intention to buy sponsor’s products, and the most innovative result was the relevant mediating role of the perceived congruence in the formation of the purchase intention on sponsor’s products. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020 2020-01-01T00:00:00Z 2021-10-01T00:30:10Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.15/3622 |
url |
http://hdl.handle.net/10400.15/3622 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
Silva, A. (2020): Fans identification: the bright side of football sponsorship effectiveness. Journal of Sport & Tourism, 24(4), 251-267. doi.org/10.1080/14775085.2020.1824800 1029-5399 doi.org/10.1080/14775085.2020.1824800 |
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info:eu-repo/semantics/openAccess |
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openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Taylor & Francis |
publisher.none.fl_str_mv |
Taylor & Francis |
dc.source.none.fl_str_mv |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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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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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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