赞助欧洲冠军联赛:探讨球迷形象对品牌资产的影响

IF 16.4 1区 化学 Q1 CHEMISTRY, MULTIDISCIPLINARY
Remco M. Beek, I. Derom
{"title":"赞助欧洲冠军联赛:探讨球迷形象对品牌资产的影响","authors":"Remco M. Beek, I. Derom","doi":"10.1080/14660970.2023.2194518","DOIUrl":null,"url":null,"abstract":"ABSTRACT What is the long-term brand impact of sponsoring a global sports competition? This study seeks to answer that question by examining the UEFA Champions League, the prestigious international professional football (soccer) competition of European clubs. The sponsorship effects on sponsorship awareness (recall and recognition), brand image, and purchase behaviour were investigated in a longitudinal study covering more than 17 years and more than 111,000 respondents in five countries. The relationship between fan involvement and significant brand effects were clarified for long-time sponsors Amstel, Heineken, and MasterCard with their competitors by distinguishing between four fan profiles. The results revealed the saturation level of sponsorship impact, the decay memory effect of past sponsorships, fan attitudes on sponsorship, and perceived commercialization of football. Future challenges on brand strategy, partnership models, and attractiveness of the UEFA Champions League are illustrative for sports marketers and sponsor managers in their sponsorship decision-makings in football and other domains.","PeriodicalId":1,"journal":{"name":"Accounts of Chemical Research","volume":null,"pages":null},"PeriodicalIF":16.4000,"publicationDate":"2023-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Sponsoring the UEFA Champions League: exploring the impact on brand equity among fan profiles\",\"authors\":\"Remco M. Beek, I. Derom\",\"doi\":\"10.1080/14660970.2023.2194518\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"ABSTRACT What is the long-term brand impact of sponsoring a global sports competition? This study seeks to answer that question by examining the UEFA Champions League, the prestigious international professional football (soccer) competition of European clubs. The sponsorship effects on sponsorship awareness (recall and recognition), brand image, and purchase behaviour were investigated in a longitudinal study covering more than 17 years and more than 111,000 respondents in five countries. The relationship between fan involvement and significant brand effects were clarified for long-time sponsors Amstel, Heineken, and MasterCard with their competitors by distinguishing between four fan profiles. The results revealed the saturation level of sponsorship impact, the decay memory effect of past sponsorships, fan attitudes on sponsorship, and perceived commercialization of football. Future challenges on brand strategy, partnership models, and attractiveness of the UEFA Champions League are illustrative for sports marketers and sponsor managers in their sponsorship decision-makings in football and other domains.\",\"PeriodicalId\":1,\"journal\":{\"name\":\"Accounts of Chemical Research\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":16.4000,\"publicationDate\":\"2023-03-31\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Accounts of Chemical Research\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1080/14660970.2023.2194518\",\"RegionNum\":1,\"RegionCategory\":\"化学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"CHEMISTRY, MULTIDISCIPLINARY\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Accounts of Chemical Research","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/14660970.2023.2194518","RegionNum":1,"RegionCategory":"化学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"CHEMISTRY, MULTIDISCIPLINARY","Score":null,"Total":0}
引用次数: 0

摘要

赞助全球性体育赛事对品牌的长期影响是什么?本研究试图通过考察欧洲冠军联赛(欧洲俱乐部享有盛誉的国际职业足球比赛)来回答这个问题。赞助对赞助意识(回忆和认知度)、品牌形象和购买行为的影响在一项长达17年的纵向研究中进行了调查,调查对象包括5个国家的111,000多名受访者。通过区分四种粉丝形象,阐明了长期赞助商阿姆斯特尔(Amstel)、喜力(Heineken)和万事达卡(MasterCard)及其竞争对手的粉丝参与与显著品牌效应之间的关系。结果揭示了赞助影响的饱和程度、过去赞助的衰减记忆效应、球迷对赞助的态度以及对足球商业化的感知。未来在品牌战略、合作模式和欧洲冠军联赛吸引力方面的挑战,对体育营销人员和赞助商经理在足球和其他领域的赞助决策具有说明意义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Sponsoring the UEFA Champions League: exploring the impact on brand equity among fan profiles
ABSTRACT What is the long-term brand impact of sponsoring a global sports competition? This study seeks to answer that question by examining the UEFA Champions League, the prestigious international professional football (soccer) competition of European clubs. The sponsorship effects on sponsorship awareness (recall and recognition), brand image, and purchase behaviour were investigated in a longitudinal study covering more than 17 years and more than 111,000 respondents in five countries. The relationship between fan involvement and significant brand effects were clarified for long-time sponsors Amstel, Heineken, and MasterCard with their competitors by distinguishing between four fan profiles. The results revealed the saturation level of sponsorship impact, the decay memory effect of past sponsorships, fan attitudes on sponsorship, and perceived commercialization of football. Future challenges on brand strategy, partnership models, and attractiveness of the UEFA Champions League are illustrative for sports marketers and sponsor managers in their sponsorship decision-makings in football and other domains.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
Accounts of Chemical Research
Accounts of Chemical Research 化学-化学综合
CiteScore
31.40
自引率
1.10%
发文量
312
审稿时长
2 months
期刊介绍: Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance. Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信