The effectiveness of esports sponsorship: the case of Betclic apogee esports

Detalhes bibliográficos
Autor(a) principal: Durão, Rui Pedro Salvador
Data de Publicação: 2023
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/171629
Resumo: Esports has become a burgeoning industry in recent years, attracting diverse sponsorships. However, the literature offers limited insight into its effectiveness in enhancing brand association and driving sales. Therefore, the primary objective of this research is to investigate the impact of esports sponsorships on consumers’ brand association and their likelihood to purchase a sponsor’s product, through the case of Betclic Apogee Esports. To achieve this, data were collected from questionnaire responses. The results revealed that sponsor attitude, ubiquity, and sponsor-sponsee fit were found to positively influence both brand association and purchase intent.
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spelling The effectiveness of esports sponsorship: the case of Betclic apogee esportsEsportsEsports sponsorshipSponsorship effectivenessBrand associationPurchase intentionDomínio/Área Científica::Ciências Sociais::Economia e GestãoEsports has become a burgeoning industry in recent years, attracting diverse sponsorships. However, the literature offers limited insight into its effectiveness in enhancing brand association and driving sales. Therefore, the primary objective of this research is to investigate the impact of esports sponsorships on consumers’ brand association and their likelihood to purchase a sponsor’s product, through the case of Betclic Apogee Esports. To achieve this, data were collected from questionnaire responses. The results revealed that sponsor attitude, ubiquity, and sponsor-sponsee fit were found to positively influence both brand association and purchase intent.Brinca, PedroRUNDurão, Rui Pedro Salvador2024-09-12T10:40:33Z2023-06-022023-06-022023-06-02T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/171629TID:203366050enginfo: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:RCAAP2024-09-16T01:40:23Zoai:run.unl.pt:10362/171629Portal AgregadorONGhttps://www.rcaap.pt/oai/openairemluisa.alvim@gmail.comopendoar:71602024-09-16T01:40:23Repositório 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 The effectiveness of esports sponsorship: the case of Betclic apogee esports
title The effectiveness of esports sponsorship: the case of Betclic apogee esports
spellingShingle The effectiveness of esports sponsorship: the case of Betclic apogee esports
Durão, Rui Pedro Salvador
Esports
Esports sponsorship
Sponsorship effectiveness
Brand association
Purchase intention
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short The effectiveness of esports sponsorship: the case of Betclic apogee esports
title_full The effectiveness of esports sponsorship: the case of Betclic apogee esports
title_fullStr The effectiveness of esports sponsorship: the case of Betclic apogee esports
title_full_unstemmed The effectiveness of esports sponsorship: the case of Betclic apogee esports
title_sort The effectiveness of esports sponsorship: the case of Betclic apogee esports
author Durão, Rui Pedro Salvador
author_facet Durão, Rui Pedro Salvador
author_role author
dc.contributor.none.fl_str_mv Brinca, Pedro
RUN
dc.contributor.author.fl_str_mv Durão, Rui Pedro Salvador
dc.subject.por.fl_str_mv Esports
Esports sponsorship
Sponsorship effectiveness
Brand association
Purchase intention
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Esports
Esports sponsorship
Sponsorship effectiveness
Brand association
Purchase intention
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Esports has become a burgeoning industry in recent years, attracting diverse sponsorships. However, the literature offers limited insight into its effectiveness in enhancing brand association and driving sales. Therefore, the primary objective of this research is to investigate the impact of esports sponsorships on consumers’ brand association and their likelihood to purchase a sponsor’s product, through the case of Betclic Apogee Esports. To achieve this, data were collected from questionnaire responses. The results revealed that sponsor attitude, ubiquity, and sponsor-sponsee fit were found to positively influence both brand association and purchase intent.
publishDate 2023
dc.date.none.fl_str_mv 2023-06-02
2023-06-02
2023-06-02T00:00:00Z
2024-09-12T10:40:33Z
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/10362/171629
TID:203366050
url http://hdl.handle.net/10362/171629
identifier_str_mv TID:203366050
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv mluisa.alvim@gmail.com
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