An Empirical Exploration of Sports Sponsorship: Activation of Experiential Marketing, Sponsorship Satisfaction, Brand Equity, and Purchase Intention

Abstract

The purpose of this study is to investigate the relationship between the activation of experiential marketing, satisfaction with sponsored sporting events, brand equity, and subsequent product purchase intentions in a small-scale sponsorship campaign. Survey data were collected from 238 actual runners in the terminal rest area after they had completed a race. Structural equation modeling with the bootstrap method was carried out to examine the proposed hypotheses. Results revealed that in terms of product purchase intention, brand equity was the most influential factor, followed by experiential marketing activation and satisfaction with the sponsorship. Specifically, experiential marketing activation significantly influenced the sports sponsorship and the sponsor's brand equity; however, satisfaction showed an insignificant effect on purchase intention. In addition, the mediation test shows that brand equity is an important mediator of experience marketing and satisfaction to product purchase intention. Findings provide some empirical insights into how small-scale sponsorship can benefit sponsoring companies, including intangible brand assets and tangible product consumption. The results could encourage more companies to organize small-scale sponsorship races and to present brand-related experiences (e.g., experiencing product packaging, on-the-spot experience areas). In this way, opportunities may be provided to attract more runners (or potential consumers) to participate in the event and have a deeper brand experience. This study contributes to a better understanding of the effectiveness of small-scale sponsorship in Asia to increase the generalization of the small sponsorship literature. Small-scale sporting events can bring public attention and economic benefits to the host company, and encourage more people to participate, thereby resulting in long-term social and health benefits in the community.

Consumer perceptions of a secondary ticket market: the case of StubHub and major league baseball

“…More specifically, brand equity can positively or negatively affect the value of goods and services, as brand image is strongly related to a consumer's mindset about a brand (Farquhar, 1989). Thus, sport organizations strive for high levels of brand equity which can impact purchase intention (Hsiao et al, 2021;Jalilvand et al, 2011).…”

“…Regarding partnerships, Hsiao et al (2021) found that brand equity impacts the purchase intention of a sponsored entity. Previous scholars have used brand equity as a mediator between marketing mix elements and consumers' intentions (Yoo et al, 2000).…”

“…In other words, with high sponsor congruence and brand equity, sponsors can expect an increase in projected outcomes of consumer engagement. Previous studies have examined how sponsorship fit (Kamath et al, 2020;Papadimitriou et al, 2016) and brand equity (Hsiao et al, 2021;Kamath et al, 2020) impact consumer purchase intentions toward event partnerships. However, there is a dearth of previous research on how partnerships affect consumers' purchase intention on a specific platform.…”

Marketing experiencial y el valor de marca en una empresa del sector gastronómico

“…La experiencia se considera uno de los aspectos esenciales que los gerentes deben considerar en su estrategia de marketing mix (Brakus et al, 2009;Castañeda et al, 2017). En la tabla 01 se observa que la correlación de las variables del coeficiente de Pearson, toma un valor de 0,578; el resultado Barboza Seclén, Diana Makarena; Miranda Guerra, María del Pilar; Cespedes Ortiz, Cristhian Paul; Esparza Huamanchumo, Rosse Marie Marketing experiencial y el valor de marca en el sector gastronómico_______________ 2021) reconocen en las empresas relacionadas al sector gastronómico, la importancia de generar experiencias de marketing, dado que los comensales buscan cada vez servicios de comidas con características únicas también mencionaron que la experiencia de marca destaca como un componente para construir un valor de marca sólido (Hsiao et al, 2021).…”

The Role of Media in Sponsorship Decision Making During Covid-19: A Malaysian Perspective

“…Media also help sponsors expand their businesses and grow their own audiences and fan bases (Kelly & Van der Leij, 2021). Recently, a number of studies discovered the use of sponsorship activation in sponsorship transferred favourable attitudes, experiences, intention, positive word of mouth, and brand equity among consumers (Burton & Schlieman, 2021;Goebert & Greenhalgh, 2020;Hsiao, Tang, & Su, 2021). Taking these factors into account, the current study intends to explore the role of media as a communication tool in sponsorship programmes, particularly in the business-tobusiness (B2B) setting.…”