In this research we develop a comprehensive model of sponsorship effects accounting for behavioral outcomes such as actual purchase, purchase intentions, and word-of-mouth referral intention. We recombine constructs that have been traditionally considered separately into three stages-assessment, elaboration, and behavior. We collect data on actual customers of Nike and Adidas flagship stores during the FIFA World Cup sponsorship. Basing on our results, we provide a consumer-oriented perspective on the role of attitude toward the brand, fit, and involvement with the event in determining customer reaction to sponsorship activities.
Visentin, M., Scarpi, D., Pizzi, G. (2016). From assessment to purchase: A three-stage model of the marketing funnel in sponsorship activities. JOURNAL OF SPORT MANAGEMENT, 30(6), 615-628 [10.1123/jsm.2015-0358].
From assessment to purchase: A three-stage model of the marketing funnel in sponsorship activities
VISENTIN, MARCO;SCARPI, DANIELE;PIZZI, GABRIELE
2016
Abstract
In this research we develop a comprehensive model of sponsorship effects accounting for behavioral outcomes such as actual purchase, purchase intentions, and word-of-mouth referral intention. We recombine constructs that have been traditionally considered separately into three stages-assessment, elaboration, and behavior. We collect data on actual customers of Nike and Adidas flagship stores during the FIFA World Cup sponsorship. Basing on our results, we provide a consumer-oriented perspective on the role of attitude toward the brand, fit, and involvement with the event in determining customer reaction to sponsorship activities.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.