{"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}
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.
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.