主办者-主办者一致性对主办者可信度的影响及参与的调节作用

Luiz Silva Dos Santos, E. Lopes, Ana Karina Santos
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引用次数: 1

摘要

体育赞助越来越多地被用作营销工具和对体育赛事组织的财政支持。本研究旨在探讨消费者对品牌、产品和体育赛事的参与是否会调节主办者与赞助商的一致性,并提高感知到的赞助商可信度。样本包括700名参加了三场街头赛车比赛的跑步者。采用偏最小二乘结构方程模型对数据进行分析。品牌与赛事赞助的一致性不影响消费者对赞助商可信度的感知。赞助商产品与赞助的一致性,以及消费者对体育赛事的参与,都提高了感知赞助商的可信度。本研究证实的假设关系的经验证据揭示了赞助导致有益消费者反应的机制。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The Effect of Organizer-Sponsor Congruence on Sponsor Credibility and the Moderating Role of Involvement
Sports sponsorship has been increasingly used as a marketing tool and as a financial support for the organization of sporting events. The aim of this study was to investigate whether consumer involvement with the brand, the product and the sporting event moderates the organizer-sponsor congruence, and enhances the perceived sponsor credibility. The sample consisted of 700 runners who participated in three street racing events. Data were analyzed using the partial least squares structural equation modeling. The congruence between the brand and the event sponsorship did not affect the consumer’s perception of the sponsor’s credibility. The perceived sponsor credibility was enhanced by the congruence between the sponsor's product and the sponsorship, and by the consumer's involvement in the sporting event. The empirical evidence of the hypothetical relationships confirmed in this research sheds light on the mechanisms by which sponsorship leads to a beneficial consumer response.
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