Sponsorship in Beach Volleyball: effects of event quality, spectator satisfaction and brand experience on brand equity
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Revista Brasileira de Educação Física e Esporte (Online) |
Texto Completo: | https://www.revistas.usp.br/rbefe/article/view/189460 |
Resumo: | The aim of this study is to examine the effects of event quality, spectator satisfaction and experience on brand equity of the sponsor in a sport event. In order to carry out this study, 352 spectators that attended the Banco do Brasil (Bank of Brazil) Circuit of Beach Volleyball answered a closed questionnaire. For data analysis, it is used the structural equation modeling. The results indicated that the quality of the event generates satisfaction, which confi rms increases the brand equity of the event sponsor. In addition, the spectators’ experience with the sponsoring brand also confirms the positive impact on brand equity. The quality of the event, the satisfaction of the spectators with the event and their sponsor's brand experience are elements that, if well managed and explored, contribute positively to sponsors’ brand equity. These strategies should be aimed both by sports managers, as a way to attract and retain sponsors, and by sponsors’ brand managers, as a way to get return on investment. For this purpose, the sport managers and sponsors should undertake a planning together to offer a high-quality event enabling an environment that provides spectators’ satisfaction and a positive experience with the sponsor brand. In theoretical terms, this research brought greater knowledge about the return of investments made by companies on sport sponsorship, and, the use of statistical methods in this study can be replicated, adjusted or even enhanced in future researches that investigate the theme sport events and their sponsors. |
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Revista Brasileira de Educação Física e Esporte (Online) |
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Sponsorship in Beach Volleyball: effects of event quality, spectator satisfaction and brand experience on brand equitySponsorship in Beach Volleyball: effects of event quality, spectator satisfaction and brand experience on brand equitySport eventSponsorshipExperienceQualityBrand equityEvento eportivoPatrocínioExperiênciaQualidadeBrand equityThe aim of this study is to examine the effects of event quality, spectator satisfaction and experience on brand equity of the sponsor in a sport event. In order to carry out this study, 352 spectators that attended the Banco do Brasil (Bank of Brazil) Circuit of Beach Volleyball answered a closed questionnaire. For data analysis, it is used the structural equation modeling. The results indicated that the quality of the event generates satisfaction, which confi rms increases the brand equity of the event sponsor. In addition, the spectators’ experience with the sponsoring brand also confirms the positive impact on brand equity. The quality of the event, the satisfaction of the spectators with the event and their sponsor's brand experience are elements that, if well managed and explored, contribute positively to sponsors’ brand equity. These strategies should be aimed both by sports managers, as a way to attract and retain sponsors, and by sponsors’ brand managers, as a way to get return on investment. For this purpose, the sport managers and sponsors should undertake a planning together to offer a high-quality event enabling an environment that provides spectators’ satisfaction and a positive experience with the sponsor brand. In theoretical terms, this research brought greater knowledge about the return of investments made by companies on sport sponsorship, and, the use of statistical methods in this study can be replicated, adjusted or even enhanced in future researches that investigate the theme sport events and their sponsors.The aim of this study is to examine the effects of event quality, spectator satisfaction and experience on brand equity of the sponsor in a sport event. In order to carry out this study, 352 spectators that attended the Banco do Brasil (Bank of Brazil) Circuit of Beach Volleyball answered a closed questionnaire. For data analysis, it is used the structural equation modeling. The results indicated that the quality of the event generates satisfaction, which confi rms increases the brand equity of the event sponsor. In addition, the spectators’ experience with the sponsoring brand also confirms the positive impact on brand equity. The quality of the event, the satisfaction of the spectators with the event and their sponsor's brand experience are elements that, if well managed and explored, contribute positively to sponsors’ brand equity. These strategies should be aimed both by sports managers, as a way to attract and retain sponsors, and by sponsors’ brand managers, as a way to get return on investment. For this purpose, the sport managers and sponsors should undertake a planning together to offer a high-quality event enabling an environment that provides spectators’ satisfaction and a positive experience with the sponsor brand. In theoretical terms, this research brought greater knowledge about the return of investments made by companies on sport sponsorship, and, the use of statistical methods in this study can be replicated, adjusted or even enhanced in future researches that investigate the theme sport events and their sponsors.Universidade de São Paulo. Escola de Educação Física e Esporte2021-07-15info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.revistas.usp.br/rbefe/article/view/18946010.11606/issn.1981-4690.v35i2p207-227Revista Brasileira de Educação Física e Esporte; v. 35 n. 2 (2021); 207-227Revista Brasileira de Educação Física e Esporte; Vol. 35 Núm. 2 (2021); 207-227Brazilian journal of physical education and sport; Vol. 35 No. 2 (2021); 207-2271981-46901807-5509reponame:Revista Brasileira de Educação Física e Esporte (Online)instname:Universidade de São Paulo (USP)instacron:USPporhttps://www.revistas.usp.br/rbefe/article/view/189460/175133Copyright (c) 2021 Revista Brasileira de Educação Física e Esportehttp://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessYamamoto, Paula Yumi Quevedo-Silva, Filipe Mazzei, Leandro Carlos 2021-08-18T15:03:56Zoai:revistas.usp.br:article/189460Revistahttp://www.scielo.br/scielo.php?script=sci_serial&pid=1807-5509&lng=pt&nrm=isoPUBhttps://old.scielo.br/oai/scielo-oai.php||reveefe@usp.br1981-46901807-5509opendoar:2021-08-18T15:03:56Revista Brasileira de Educação Física e Esporte (Online) - Universidade de São Paulo (USP)false |
dc.title.none.fl_str_mv |
Sponsorship in Beach Volleyball: effects of event quality, spectator satisfaction and brand experience on brand equity Sponsorship in Beach Volleyball: effects of event quality, spectator satisfaction and brand experience on brand equity |
title |
Sponsorship in Beach Volleyball: effects of event quality, spectator satisfaction and brand experience on brand equity |
spellingShingle |
Sponsorship in Beach Volleyball: effects of event quality, spectator satisfaction and brand experience on brand equity Yamamoto, Paula Yumi Sport event Sponsorship Experience Quality Brand equity Evento eportivo Patrocínio Experiência Qualidade Brand equity |
title_short |
Sponsorship in Beach Volleyball: effects of event quality, spectator satisfaction and brand experience on brand equity |
title_full |
Sponsorship in Beach Volleyball: effects of event quality, spectator satisfaction and brand experience on brand equity |
title_fullStr |
Sponsorship in Beach Volleyball: effects of event quality, spectator satisfaction and brand experience on brand equity |
title_full_unstemmed |
Sponsorship in Beach Volleyball: effects of event quality, spectator satisfaction and brand experience on brand equity |
title_sort |
Sponsorship in Beach Volleyball: effects of event quality, spectator satisfaction and brand experience on brand equity |
author |
Yamamoto, Paula Yumi |
author_facet |
Yamamoto, Paula Yumi Quevedo-Silva, Filipe Mazzei, Leandro Carlos |
author_role |
author |
author2 |
Quevedo-Silva, Filipe Mazzei, Leandro Carlos |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Yamamoto, Paula Yumi Quevedo-Silva, Filipe Mazzei, Leandro Carlos |
dc.subject.por.fl_str_mv |
Sport event Sponsorship Experience Quality Brand equity Evento eportivo Patrocínio Experiência Qualidade Brand equity |
topic |
Sport event Sponsorship Experience Quality Brand equity Evento eportivo Patrocínio Experiência Qualidade Brand equity |
description |
The aim of this study is to examine the effects of event quality, spectator satisfaction and experience on brand equity of the sponsor in a sport event. In order to carry out this study, 352 spectators that attended the Banco do Brasil (Bank of Brazil) Circuit of Beach Volleyball answered a closed questionnaire. For data analysis, it is used the structural equation modeling. The results indicated that the quality of the event generates satisfaction, which confi rms increases the brand equity of the event sponsor. In addition, the spectators’ experience with the sponsoring brand also confirms the positive impact on brand equity. The quality of the event, the satisfaction of the spectators with the event and their sponsor's brand experience are elements that, if well managed and explored, contribute positively to sponsors’ brand equity. These strategies should be aimed both by sports managers, as a way to attract and retain sponsors, and by sponsors’ brand managers, as a way to get return on investment. For this purpose, the sport managers and sponsors should undertake a planning together to offer a high-quality event enabling an environment that provides spectators’ satisfaction and a positive experience with the sponsor brand. In theoretical terms, this research brought greater knowledge about the return of investments made by companies on sport sponsorship, and, the use of statistical methods in this study can be replicated, adjusted or even enhanced in future researches that investigate the theme sport events and their sponsors. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-07-15 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://www.revistas.usp.br/rbefe/article/view/189460 10.11606/issn.1981-4690.v35i2p207-227 |
url |
https://www.revistas.usp.br/rbefe/article/view/189460 |
identifier_str_mv |
10.11606/issn.1981-4690.v35i2p207-227 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://www.revistas.usp.br/rbefe/article/view/189460/175133 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2021 Revista Brasileira de Educação Física e Esporte http://creativecommons.org/licenses/by-nc/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2021 Revista Brasileira de Educação Física e Esporte http://creativecommons.org/licenses/by-nc/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade de São Paulo. Escola de Educação Física e Esporte |
publisher.none.fl_str_mv |
Universidade de São Paulo. Escola de Educação Física e Esporte |
dc.source.none.fl_str_mv |
Revista Brasileira de Educação Física e Esporte; v. 35 n. 2 (2021); 207-227 Revista Brasileira de Educação Física e Esporte; Vol. 35 Núm. 2 (2021); 207-227 Brazilian journal of physical education and sport; Vol. 35 No. 2 (2021); 207-227 1981-4690 1807-5509 reponame:Revista Brasileira de Educação Física e Esporte (Online) instname:Universidade de São Paulo (USP) instacron:USP |
instname_str |
Universidade de São Paulo (USP) |
instacron_str |
USP |
institution |
USP |
reponame_str |
Revista Brasileira de Educação Física e Esporte (Online) |
collection |
Revista Brasileira de Educação Física e Esporte (Online) |
repository.name.fl_str_mv |
Revista Brasileira de Educação Física e Esporte (Online) - Universidade de São Paulo (USP) |
repository.mail.fl_str_mv |
||reveefe@usp.br |
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1800222935505436672 |