Sponsoring esports to improve brand image
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.13/4761 |
Resumo: | This research aimed to identify how esports sponsorships affect the sponsors’ brand image. An exploratory focus was adopted along with a convergent-parallel mixed method with equal status. Twenty-two experts in esports sponsorships were interviewed and 5,638 esports fans were surveyed. Quantitative data was processed on SPSS 25 and qualitative data on NVivo 10. The two data sets were analysed separately from one another, but the results were interpreted together and given the same level of importance. The results showed that all experts believe that sponsoring esports can positively affect the sponsors’ brand image and roughly one-third of fans perceive more positively a small number of brands as a result of them sponsoring esports. This image improvement is, however, dependent on multiple variables, including activation strategy, brand type, and target audience. The findings are relevant for academics and companies looking to better understand the brand image effects of sponsoring esports. |
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Sponsoring esports to improve brand imageEsportsSponsorshipBrand imageMarketingBranding.Faculdade de Ciências SociaisThis research aimed to identify how esports sponsorships affect the sponsors’ brand image. An exploratory focus was adopted along with a convergent-parallel mixed method with equal status. Twenty-two experts in esports sponsorships were interviewed and 5,638 esports fans were surveyed. Quantitative data was processed on SPSS 25 and qualitative data on NVivo 10. The two data sets were analysed separately from one another, but the results were interpreted together and given the same level of importance. The results showed that all experts believe that sponsoring esports can positively affect the sponsors’ brand image and roughly one-third of fans perceive more positively a small number of brands as a result of them sponsoring esports. This image improvement is, however, dependent on multiple variables, including activation strategy, brand type, and target audience. The findings are relevant for academics and companies looking to better understand the brand image effects of sponsoring esports.Alexandru Ioan Cuza University PressDigitUMaFreitas, Bruno Duarte AbreuContreras-Espinosa, Ruth SofiaCorreia, Pedro Álvaro Pereira2022-11-10T15:21:08Z20202020-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.13/4761engFreitas, B. D. A., Contreras-Espinosa, R. S., & Correia, P. Á. P. (2020). Sponsoring esports to improve brand image. Scientific annals of economics and business, 67(4), 495-515.10.47743/saeb-2020-0030info: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:RCAAP2022-11-13T03:30:32Zoai:digituma.uma.pt:10400.13/4761Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T16:14:36.517993Repositório 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 |
Sponsoring esports to improve brand image |
title |
Sponsoring esports to improve brand image |
spellingShingle |
Sponsoring esports to improve brand image Freitas, Bruno Duarte Abreu Esports Sponsorship Brand image Marketing Branding . Faculdade de Ciências Sociais |
title_short |
Sponsoring esports to improve brand image |
title_full |
Sponsoring esports to improve brand image |
title_fullStr |
Sponsoring esports to improve brand image |
title_full_unstemmed |
Sponsoring esports to improve brand image |
title_sort |
Sponsoring esports to improve brand image |
author |
Freitas, Bruno Duarte Abreu |
author_facet |
Freitas, Bruno Duarte Abreu Contreras-Espinosa, Ruth Sofia Correia, Pedro Álvaro Pereira |
author_role |
author |
author2 |
Contreras-Espinosa, Ruth Sofia Correia, Pedro Álvaro Pereira |
author2_role |
author author |
dc.contributor.none.fl_str_mv |
DigitUMa |
dc.contributor.author.fl_str_mv |
Freitas, Bruno Duarte Abreu Contreras-Espinosa, Ruth Sofia Correia, Pedro Álvaro Pereira |
dc.subject.por.fl_str_mv |
Esports Sponsorship Brand image Marketing Branding . Faculdade de Ciências Sociais |
topic |
Esports Sponsorship Brand image Marketing Branding . Faculdade de Ciências Sociais |
description |
This research aimed to identify how esports sponsorships affect the sponsors’ brand image. An exploratory focus was adopted along with a convergent-parallel mixed method with equal status. Twenty-two experts in esports sponsorships were interviewed and 5,638 esports fans were surveyed. Quantitative data was processed on SPSS 25 and qualitative data on NVivo 10. The two data sets were analysed separately from one another, but the results were interpreted together and given the same level of importance. The results showed that all experts believe that sponsoring esports can positively affect the sponsors’ brand image and roughly one-third of fans perceive more positively a small number of brands as a result of them sponsoring esports. This image improvement is, however, dependent on multiple variables, including activation strategy, brand type, and target audience. The findings are relevant for academics and companies looking to better understand the brand image effects of sponsoring esports. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020 2020-01-01T00:00:00Z 2022-11-10T15:21:08Z |
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/10400.13/4761 |
url |
http://hdl.handle.net/10400.13/4761 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
Freitas, B. D. A., Contreras-Espinosa, R. S., & Correia, P. Á. P. (2020). Sponsoring esports to improve brand image. Scientific annals of economics and business, 67(4), 495-515. 10.47743/saeb-2020-0030 |
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.publisher.none.fl_str_mv |
Alexandru Ioan Cuza University Press |
publisher.none.fl_str_mv |
Alexandru Ioan Cuza University Press |
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 |
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RCAAP |
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RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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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 |
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1799130600750186496 |