Sports mega-event sponsorship: The impact of FIFA reputation and world cup image on sponsor brand equity
The present study investigates the influence the organizing body’s reputation has on the image of a sports mega-event and on the mega-event sponsors’ consumer-based brand equities. The study's main theoretical references are Associative Network Theory (Collins & Loftus, 1975) and Schema The...
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Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)
2019-04-01
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Online Access: | http://www.scielo.br/pdf/bar/v16n1/1807-7692-bar-16-01-e180071.pdf |
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doaj-39362467c8fd458aadffbcfa801fd8b22020-11-25T00:14:00ZengAssociação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)BAR: Brazilian Administration Review1807-76922019-04-01161e18007110.1590/1807-7692bar2019180071Sports mega-event sponsorship: The impact of FIFA reputation and world cup image on sponsor brand equityMariana Guará Rocha Coelho0João Guilherme Barbosa de Amorim1Victor Manoel Cunha de Almeida2Universidade Federal do Rio de Janeiro, BrazilUniversidade Federal do Rio de Janeiro, BrazilUniversidade Federal do Rio de Janeiro, BrazilThe present study investigates the influence the organizing body’s reputation has on the image of a sports mega-event and on the mega-event sponsors’ consumer-based brand equities. The study's main theoretical references are Associative Network Theory (Collins & Loftus, 1975) and Schema Theory (Axelrod, 1973), both about the functioning of the human memory. The research was carried out during the 2014 FIFA World Cup in Rio de Janeiro. Brazilians and foreigners who attended the 2014 FIFA Fan Fest on Copacabana Beach were surveyed through a non-probabilistic sampling, and 1,973 questionnaires were collected. Data analysis was performed using Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA). We verified the reliability, convergent, discriminant, and nomological validity of the constructs. In order to test the substantive hypotheses, we applied Structural Equation Modeling (SEM) using an Asymptotic Distribution-Free (ADF) technique. The empirical results suggest that FIFA’s reputation influences the image of the FIFA World Cup, but may not directly influence the sponsors’ consumer-based brand equities. We also verified that the perception of fit between the mega-event and the sponsor plays a partial mediating effect on the relationship between the image of the mega-event and the sponsor's brand equity.http://www.scielo.br/pdf/bar/v16n1/1807-7692-bar-16-01-e180071.pdfsports marketingsports sponsorshipmega-eventsreputationbrand equity |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Mariana Guará Rocha Coelho João Guilherme Barbosa de Amorim Victor Manoel Cunha de Almeida |
spellingShingle |
Mariana Guará Rocha Coelho João Guilherme Barbosa de Amorim Victor Manoel Cunha de Almeida Sports mega-event sponsorship: The impact of FIFA reputation and world cup image on sponsor brand equity BAR: Brazilian Administration Review sports marketing sports sponsorship mega-events reputation brand equity |
author_facet |
Mariana Guará Rocha Coelho João Guilherme Barbosa de Amorim Victor Manoel Cunha de Almeida |
author_sort |
Mariana Guará Rocha Coelho |
title |
Sports mega-event sponsorship: The impact of FIFA reputation and world cup image on sponsor brand equity |
title_short |
Sports mega-event sponsorship: The impact of FIFA reputation and world cup image on sponsor brand equity |
title_full |
Sports mega-event sponsorship: The impact of FIFA reputation and world cup image on sponsor brand equity |
title_fullStr |
Sports mega-event sponsorship: The impact of FIFA reputation and world cup image on sponsor brand equity |
title_full_unstemmed |
Sports mega-event sponsorship: The impact of FIFA reputation and world cup image on sponsor brand equity |
title_sort |
sports mega-event sponsorship: the impact of fifa reputation and world cup image on sponsor brand equity |
publisher |
Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) |
series |
BAR: Brazilian Administration Review |
issn |
1807-7692 |
publishDate |
2019-04-01 |
description |
The present study investigates the influence the organizing body’s reputation has on the image of a sports mega-event and on the mega-event sponsors’ consumer-based brand equities. The study's main theoretical references are Associative Network Theory (Collins & Loftus, 1975) and Schema Theory (Axelrod, 1973), both about the functioning of the human memory. The research was carried out during the 2014 FIFA World Cup in Rio de Janeiro. Brazilians and foreigners who attended the 2014 FIFA Fan Fest on Copacabana Beach were surveyed through a non-probabilistic sampling, and 1,973 questionnaires were collected. Data analysis was performed using Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA). We verified the reliability, convergent, discriminant, and nomological validity of the constructs. In order to test the substantive hypotheses, we applied Structural Equation Modeling (SEM) using an Asymptotic Distribution-Free (ADF) technique. The empirical results suggest that FIFA’s reputation influences the image of the FIFA World Cup, but may not directly influence the sponsors’ consumer-based brand equities. We also verified that the perception of fit between the mega-event and the sponsor plays a partial mediating effect on the relationship between the image of the mega-event and the sponsor's brand equity. |
topic |
sports marketing sports sponsorship mega-events reputation brand equity |
url |
http://www.scielo.br/pdf/bar/v16n1/1807-7692-bar-16-01-e180071.pdf |
work_keys_str_mv |
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