The impact of event sponsorship on children’s brand image and purchase intentions: the mediator effects of product involvement and brand familiarity

Detalhes bibliográficos
Autor(a) principal: Simões, Isabel Pereira Vieira
Data de Publicação: 2013
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/17573
Resumo: Field lab in marketing: Children consumer behaviour
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spelling The impact of event sponsorship on children’s brand image and purchase intentions: the mediator effects of product involvement and brand familiarityEventsSponsorshipChildrenProduct involvementBrand familiarityDomínio/Área Científica::Ciências Sociais::Economia e GestãoField lab in marketing: Children consumer behaviourThe objective of this study is to understand the influence of event sponsorship on children and their capability to fully understand its persuasive intent. Despite the wide range of studies on the effects of sponsorship on adults, our research aims at studying its effects on a new target, children between 7 and 11 years old. We analyzed effects on the sponsor’s brand image and on the purchase intentions, and studied the mediator effects of product involvement and brand familiarity. A structured questionnaire was completed by a sample of 334 children on the defined age range. Findings suggest that sponsorship can influence children’s image of the advertised brand and their purchase intentions, especially in the case of non-familiar brands. Moreover results show that the majority of children do not recognize sponsorship’s persuasive intent, and therefore our research has important managerial contributions as well as recommendations for legislators.Agante, LuísaRUNSimões, Isabel Pereira Vieira2016-05-25T12:57:31Z2013-012013-012013-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/17573enginfo: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:RCAAP2024-03-11T03:55:40Zoai:run.unl.pt:10362/17573Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:24:04.331003Repositório 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 impact of event sponsorship on children’s brand image and purchase intentions: the mediator effects of product involvement and brand familiarity
title The impact of event sponsorship on children’s brand image and purchase intentions: the mediator effects of product involvement and brand familiarity
spellingShingle The impact of event sponsorship on children’s brand image and purchase intentions: the mediator effects of product involvement and brand familiarity
Simões, Isabel Pereira Vieira
Events
Sponsorship
Children
Product involvement
Brand familiarity
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short The impact of event sponsorship on children’s brand image and purchase intentions: the mediator effects of product involvement and brand familiarity
title_full The impact of event sponsorship on children’s brand image and purchase intentions: the mediator effects of product involvement and brand familiarity
title_fullStr The impact of event sponsorship on children’s brand image and purchase intentions: the mediator effects of product involvement and brand familiarity
title_full_unstemmed The impact of event sponsorship on children’s brand image and purchase intentions: the mediator effects of product involvement and brand familiarity
title_sort The impact of event sponsorship on children’s brand image and purchase intentions: the mediator effects of product involvement and brand familiarity
author Simões, Isabel Pereira Vieira
author_facet Simões, Isabel Pereira Vieira
author_role author
dc.contributor.none.fl_str_mv Agante, Luísa
RUN
dc.contributor.author.fl_str_mv Simões, Isabel Pereira Vieira
dc.subject.por.fl_str_mv Events
Sponsorship
Children
Product involvement
Brand familiarity
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Events
Sponsorship
Children
Product involvement
Brand familiarity
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Field lab in marketing: Children consumer behaviour
publishDate 2013
dc.date.none.fl_str_mv 2013-01
2013-01
2013-01-01T00:00:00Z
2016-05-25T12:57:31Z
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/10362/17573
url http://hdl.handle.net/10362/17573
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
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