Sponsor and Sponsees Interactions: Effects on Consumers’ Perceptions of Brand Image, Brand Attachment, and Purchasing Intention
- Type de publi. : Article dans une revue
- Date de publi. : 01/09/2009
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Auteurs :
Nicolas ChavanatGuillaume MartinentAlain Ferrand
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Organismes :
Centre de Recherche et d'Innovation sur le Sport (EA647)
Centre de recherche en gestion [EA 1722]
- Publié dans Journal of Sport Management le 28/10/2020
Résumé : Notwithstanding the substantial development of sponsorship investigations, relationships between the sponsor and cosponsees and fan’s responses (i.e., cognitive, affective and conative) have not been investigated yet in a multiple sponsorship sport event context. Hence, the purpose of this study was to analyze the impact of commercial sponsorships on the intention to purchase sponsor products in relation to brand image and brand attachment. Furthermore, this researcher analyzed the relationships between a sponsor (adidas), an event (2006 FIFA Soccer World Cup Germany), a team (French National Soccer Team) and a top player (Zinédine Zidane). Structural equation modeling was used to conduct this research. The crucial results revealed that a multiple sponsorship arrangement creates interactions between the sponsor and the sponsees brands cognitive and affective stages. Secondly, the model demonstrated that multiple sponsorship activates brand behavioral dimensions (i.e., cognitive, affective and conative) according to the hierarchy of effects model (Lavidge & Steiner, 1961).
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