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The effectiveness of esports sponsorship: the case of Betclic apogee esports
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| 1.19 MB | Adobe PDF |
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Resumo(s)
Esports has become a burgeoning industry in recent years, attracting diverse sponsorships.
However, the literature offers limited insight into its effectiveness in enhancing brand
association and driving sales. Therefore, the primary objective of this research is to investigate
the impact of esports sponsorships on consumers’ brand association and their likelihood to
purchase a sponsor’s product, through the case of Betclic Apogee Esports. To achieve this, data
were collected from questionnaire responses. The results revealed that sponsor attitude,
ubiquity, and sponsor-sponsee fit were found to positively influence both brand association and
purchase intent.
Descrição
Palavras-chave
Esports Esports sponsorship Sponsorship effectiveness Brand association Purchase intention