Article2009

Sponsor and Sponsees Interactions: Effects on Consumers’ Perceptions of Brand Image, Brand Attachment, and Purchasing Intention

Nicolas Chanavat · Guillaume Martinent · Alain Ferrand

77 citations0/0 files storedJournal of Sport Management

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

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).

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 77 citations exist upstream.

References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1999Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives 1988Structural equation modeling in practice: A review and recommended two-step approach.1980Qualitative research and evaluation methods 1988On the Evaluation of Structural Equation Models 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1998Fit indices in covariance structure modeling: Sensitivity to underparameterized model misspecification.2013Structural Equation Modeling With AMOS

Cited by

2019The Role of Self-Brand Connection on the Relationship Between Athlete Brand Image and Fan Outcomes 2012The effects of sports sponsorship: A review and research agenda 2013The effect of familiarity on associated sponsor and event brand attitudes following negative celebrity endorser publicity 2022Sponsorship image and value creation in E-sports 2017The emotional value of arts-based initiatives: Strengthening the luxury brand–consumer relationship

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.