An Inquiry into the Effectiveness of an In-Game Sponsorship Activation Experience on Sponsorship Awareness and Share of Wallet

IF 2 4区管理学 Q3 BUSINESS

Sport Marketing Quarterly Pub Date : 2020-12-01 DOI:10.32731/smq.294.122020.01

T. Hickman

引用次数: 2

Abstract

This article explores the impact of an In-Game Sponsorship Activation Experience (SAE) on its ability to promote sponsorship awareness and share of wallet gains for the sponsoring brand of a college basketball team. The term In-Game SAE is introduced to the literature and is defined as entertainment featuring the sponsoring brand that occurs during a game, which allows for voluntary fan participation. In addition, three other sponsors of the same team are studied that did not utilize an In-Game SAE. Results indicate that an In-Game SAE elevates awareness and share of wallet among attendees as compared to the television audience. These differences were not found for sponsors that lacked an In-Game SAE. Th ese results suggest an In-Game SAE creates memorability with attendees that translates into marketplace support. Additionally, the study finds that general purchase intentions and team identification are unreliable predictors of sponsorship awareness.

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游戏内赞助激活体验对赞助意识和钱包份额的影响研究

本文探讨了游戏内赞助激活体验(SAE)在提升赞助意识和分享大学篮球队赞助品牌收益方面的影响。“游戏内SAE”一词被引入到文献中，被定义为在游戏期间以赞助品牌为特色的娱乐活动，允许粉丝自愿参与。此外，该团队还研究了其他三家没有使用游戏内置SAE的赞助商。结果表明，与电视观众相比，游戏中的SAE提高了参与者的认知度和钱包份额。这些差异在缺乏游戏内SAE的赞助商身上没有发现。这些结果表明，游戏内置SAE能够让参与者产生记忆，从而转化为市场支持。此外，研究发现，一般购买意愿和团队认同是不可靠的预测赞助意识。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Sport Marketing Quarterly Multiple-

自引率

13.30%

发文量

期刊介绍： Sport Marketing Quarterly (SMQ) is published quarterly (March, June, September, December) and serves as an outlet for the dissemination of sport marketing information for both practicing professionals and academicians. These two important constituencies now have an opportunity to develop a relationship that is intended to be mutually beneficial. For practitioners, the SMQ provides a vehicle to share marketing successes with peers. For academicians, the SMQ provides a forum for sharing research.