Fans identification

The bright side of football sponsorship effectiveness

Bibliographic Data

ID21611482
AuthorsAlfredo Silva (0000-0001-7703-0513, Sport Science School of Rio Maior, Department of Sport Management – Polytechnic Institute of Santarém, Rio Maior, Portugal, corresponding author)
Year2020
Volume24
Issue4
Pages251-267
Publication date2020-10-01
Open AccessNo
TypeARTICLE
VenueJournal of Sport & Tourism (JOURNAL)
Journal identifiersISSN: 1029-5399 • E-ISSN: 1477-5085
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/14775085.2020.1824800
OpenAlexW3092480816
LanguageEN
Citations received2
References cited50

Football events are by far one of the most preferred leisure activities amongst fans around the world, namely when it involves their favorite team. The measurement of sponsorship results is seen as a research priority, however, some results found are not consistent, in which mediation is seen as a research priority. This research intends to: (i) determine fan identification effect on perceived congruency between sponsor and sponsored team, and on intentions towards buying sponsor’s products, and; (ii) determine the mediation role of perceived congruence. In total, 1399 fans from a top three Portuguese professional football team were considered for analysis. For statistical analysis, Structural Equation Modeling was used. Results show that higher levels of fans’ team identification lead to higher intention to buy sponsor’s products, and the most innovative result was the relevant mediating role of the perceived congruence in the formation of the purchase intention on sponsor’s products

Advertising · Business · Football · Football team · Mediation · Political science · Portuguese · Sociology · Structural equation modeling · Computer Science · Consumer Behavior in Brand Consumption and Identification · Media, Gender, and Advertising · Psychology · Social Psychology · Sports, Gender, and Society · Marketing

Tools

Open DOIOpen Access