远地球迷在体育赛事赞助中的作用

IF 2.1 4区管理学 Q3 BUSINESS

Journal of Advertising Research Pub Date : 2022-01-13 DOI:10.2501/jar-2022-001

A. Scheinbaum, A. Krishen, R. Lacey

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引用次数: 2

摘要

消费者经常会在附近和远处体验受赞助的活动，参与者是否是当地人可能会影响活动赞助的影响。根据职业自行车赛事的数据（n=2394），结果显示，来自更远距离的参与者往往比当地参与者更了解这项运动。这有助于远方球迷对球迷的认同度更高，与当地球迷相比，这反过来又加强了他们对体育赛事的球迷依恋。知名度高的球迷往往更喜欢体育赛事，从而通过赞助商赞助意图来增加他们支持赞助品牌的愿望。

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The Role of Faraway Fans In Sporting Event Sponsorship

Consumers routinely experience sponsored events near and far, and whether the attendee is a local or not may affect the event sponsorship’s impact. With data from a professional cycling event (n=2,394), results show that attendees traveling from farther distances tend to be more knowledgeable about the sport than local attendees. This contributes to higher levels of fan identification among fans from far away, which, in turn, strengthens their fan attachment to the sporting event in comparison with that of local fans. Highly identified fans tend to be more attached to a sporting event, thereby increasing their desire to support sponsoring brands through sponsor patronage intent.

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来源期刊

Journal of Advertising Research Multiple-

CiteScore

4.20

自引率

12.00%

发文量

期刊介绍： The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.