Reversing equity transfer in sponsorship for competitive advantage of emerging local events: quantitative evidence from an experimental study

Abstract

PurposeBuilt upon the balance theory and schema theory, this study examined the impact of sponsors' intangible attributes, including consumer-based brand equity (CBBE) and brand-event image fit (BEIF), on consumer responses to emerging local events (ELEs), as well as major boundary conditions of this mechanism.Design/methodology/approachTheoretical hypotheses were tested using multivariate analysis of covariance and structural equation modeling with the data from two experiments: the experiment in the pilot study was used to calibrate sponsor stimuli, and the experiment in the main study was designed to assess consumer responses to different sponsor-event combinations.FindingsResults of this experimental study illustrated the dominant role of CBBE in influencing individuals' perceived event value and intention to participate in the context of ELEs and revealed the noticeable but limited moderating effects of BEIF and sport identification.Originality/valueThis study highlighted the importance of sponsorship in the marketing communications of ELEs and suggested prioritizing the overall attributes of sponsors in the sponsor-selection. This study also called for more research attention directed toward the intangible benefits that sporting events could receive from sponsorship deals.

Exploring the Preference of Corporations for Sponsorship Motives and the Impact of Sponsorship Motives on Sponsoring Intention in Post-Epidemic Era: Using Two Different Approaches—FPR and SEM

“…Namely, Chen et al [25] stated that corporate image is a crucial component to increase customers' trustworthiness for creating potential corporate profitability, particularly in times of crisis. Also, Wang et al [26] showed that corporate image can be the most critical factor in increasing the public's perception and identification.…”

“…Earlier studies have confirmed that sponsorship can promote CI. For example, Wang et al [26] argued that sponsorship events can alter individuals' perceived event value and further increase the public's perception and identification to the image of the sponsors. Rajabi et al [27] demonstrated that different sponsorship-fit profiles influence respondents' attitudes toward sponsors, especially in enhancing the visibility and credibility of the sponsors.…”

“…• Cultivating CSR to shape better image [9,29,30] • Changing the public's perception and identification [9,26] • Enhancing the visibility and credibility [9,27]…”

Antecedents and outcomes of the consumer-based brand equity of events and its importance for destinations: the case of Portuguese music festivals

“…Perceived quality is explained as how the consumer perceives the brand's quality, compared to its actual performance (Zeithaml, 1988). According to Wang et al . (2022, p. 750), “this intangible feeling is more attached to consumers' active affection rather than passive perception.” On the other hand, brand loyalty, according to Aaker (1991), is the attachment that consumers have to a brand.…”

Theory-Guided Analytics Process: Using Theories to Underpin an Analytics Process for New Banking Product Development Using Segmentation-Based Marketing Analytics Leveraging on Marketing Intelligence

“…From a marketing angle, many applied schema theoretic papers are framed from a promotion, product, or brand recall perception and cognition perspective [45,46]. This paper applies schema theory from a different context.…”