A carregar...
Publicação
ith regards to the Sports sponsoring effectiveness: do fans of a football club showcase higher purchase intentions with regards to the sponsor`s non-licensed products? An analysis on the partnership between adidas and SL Benfica
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 1.7 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Sports sponsoringdemonstrably evolved into a crucial marketing tool used by many companies, yet, in times of increased pressure to demonstrate revenues and marketing ROI,little is known about whether a sponsorship engagement is influencing the purchase behavior of consumerstowards articlesof thesponsor.Consequently, a quantitative online study relating to the long-term partnership between the football club SL Benfica and the sporting goods manufacturer adidashas been conductedtoshowcasethe impactof sports sponsoringwith the objective to inferwhether sponsorship can be considered as a sales driver.Results demonstrated that sponsoring provokes enhanced buying behavior offans of a sponsored entitytowards products of the sponsorand proved that this is strongly influencedby the brand attitudeheld by consumers.The insights of this project thus allow sponsorship managers and marketers to better manage and assess sponsorship agreements.
Descrição
Palavras-chave
Sports sponsoring Licensing Purchase intentions Partnership betweenadidas and SL Benfica