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.
From assessment to purchase: A three-stage model of the marketing funnel in sponsorship activities / Visentin, Marco; Scarpi, Daniele; Pizzi, Gabriele. - In: JOURNAL OF SPORT MANAGEMENT. - ISSN 0888-4773. - ELETTRONICO. - 30:6(2016), pp. 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.