The multichannel effects of sponsorship: an empirical analysis

Titolo Rivista MERCATI E COMPETITIVITÀ
Autori/Curatori Daniela Andreini, Giuseppe Pedeliento
Anno di pubblicazione 2014 Fascicolo 2014/3 Lingua Inglese
Numero pagine 19 P. 65-83 Dimensione file 113 KB
DOI 10.3280/MC2014-003005
Il DOI è il codice a barre della proprietà intellettuale: per saperne di più clicca qui

Qui sotto puoi vedere in anteprima la prima pagina di questo articolo.

Se questo articolo ti interessa, lo puoi acquistare (e scaricare in formato pdf) seguendo le facili indicazioni per acquistare il download credit. Acquista Download Credits per scaricare questo Articolo in formato PDF

Anteprima articolo

FrancoAngeli è membro della Publishers International Linking Association, Inc (PILA)associazione indipendente e non profit per facilitare (attraverso i servizi tecnologici implementati da CrossRef.org) l’accesso degli studiosi ai contenuti digitali nelle pubblicazioni professionali e scientifiche

Sport sponsorship is gaining increasing attention in marketing research and practice. While the industry of sport sponsorship is booming, sponsoring companies are increasingly practising multi-site sponsorship strategies by combining traditional forms of sponsorship with an online presence. Yet, although scholars have suggested the investigation of the synergistic effects between traditional and online sponsorship as an emergent stream of research, any research to date have been issued on this topic. By drawing on previous studies in the multichannel retailing literature the aim of this research is primarily that of investigating if positive feelings and attitude toward a sponsoring brands receivers form in traditional settings, affect sponsorship receivers intention to purchase online sponsoring brands when multi-site sponsorship strategies are performed. Findings suggest the existence of interactive effects between traditional and online sponsorship.

La sponsorizzazione sportiva sta vivendo un momento di forte vigore sia nella letteratura di marketing e sia nella pratica manageriale. Inoltre, molti sponsor stanno sperimentando sponsorizzazioni multi-piattaforma, combinando la sponsorizzazione tradizionale con quella online. Nonostante i ricercatori di marketing abbiamo chiesto una maggiore focalizzazione su questo fenomeno multicanale, ancora pochi sono i contributi che analizzano l’efficacia della sponsorizzazione in diversi ambiti (sul campo e online). Prendendo spunto dalla letteratura del commercio multicanale, questo articolo ha l’obiettivo di investigare se sentimenti positivi (attitude e goodwill) sviluppati nella pratica sportiva dei componenti di squadre dilettantistiche nei confronti dei propri sponsor, influiscano sull’efficacia della sponsorizzazione online (misurata in questo articolo con l’intenzione di acquistare i brand sponsorizzanti attraverso i banner posizionati nei siti internet delle squadre sportive). I risultati evidenziano l’esistenza di effetti interattivi tra sponsorizzazione sul campo e sponsorizzazione online.

Keywords:Sponsorizzazione sportiva, intenzione di acquisto online, effetto multicanale della sponsorship, onsite goodwill, commitment, sponsor-sponsee-fit offline.

  1. Lardinoit T., Quester P.G. (2001). Attitudinal effects of combined sponsorship and sponsor’s prominence on basketball in Europe. Journal of Advertising Research, 41(1): 48-58.
  2. Ajzen I., Fishbein M. (1974). Factors influencing intentions and the intention-behaviour relation’, Human Relations, 27 (1): 1-15, DOI: 10.1177/001872677402700101
  3. Andreini D., Pedeliento G. (2014). Is multi-channel integration in retailing a source of competitive advantage? A consumer perspective. In: Musso Fabio and Druica Elena (eds). Handbook of Research on Retailer-Consumer Relationship Development. IGI Global Publisher: 471-489, DOI: 10.4018/978-1-4666-6074-8.ch025
  4. Andreini D., Pedeliento G. (2013). The role of peer-to-peer communication in online sponsorship. Proceedings of AIDEA – Italian Academy of Management, Lecce.
  5. Ashforth B.E, Mael F. (1989). Social identity theory and the organization. Academy of Management Journal, 14(1): 20-39.
  6. Becker-Olsen K, Simmons C.J. (2002). When Do Social Sponsorships Enhance or Dilute Equity? Fit, Message Source, and the Persistence of Effects. Advances in Consumer Research, 29(1): 287-289.
  7. Bennett R. (1999). Sports sponsorship, spectator recall and false consensus. European Journal of Marketing, 33(3/4): 291-313, DOI: 10.1108/03090569910253071
  8. Christensen S. (2006). Measuring consumer reactions to sponsoring partnerships based upon emotional and attitudinal responses. International Journal of Market Research, 48(1): 61-80.
  9. Cliffe S.J, Motion J. (2005). Building contemporary brands: a sponsorship-based strategy, Journal of Business Research, 58(8): 1068-1077, DOI: 10.1016/j.jbusres.2004.03.004
  10. Close A., Finney R.Z., Lacey R, Sneath J. (2006). Engaging the consumer through event marketing: linking attendees with the sponsor, community, and brand. Journal of Advertising Research, 46(4): 420-433, DOI: 10.2501/S0021849906060430
  11. Cornwell T.B, Maignan I. (1998). An International Review of Sponsorship Research. Journal of Advertising, 27(1): 1-21, DOI: 10.1080/00913367.1998.10673539
  12. Cornwell T.B., Roy D.P., Edward A, Steinard I.I. (2001). Exploring managers’ perceptions of the impact of sponsorship on brand equity. Journal of Advertising, 30 (2): 41-51, DOI: 10.1080/00913367.2001.10673636
  13. Cornwell T.B, Coote L.V. (2005). Corporate sponsorship of a cause: the role of identification in purchase intent. Journal of Business Research, 58(3): 268-276, DOI: 10.1016/S0148-2963(03)00135-8
  14. Cornwell T.B. (2008). State of art and science in sponsorship-linked marketing. Journal of Advertising, 37(3): 41-55, DOI: 10.2753/JOA0091-3367370304
  15. Crimmins J, Horn M. (1996). Sponsorship: from management ego trip to marketing success. Journal of Advertising Research, 36(4): 11-21.
  16. Dees W., Bennett G, Villegas J. (2008). Measuring the effectiveness of sponsorship on an elite intercollegiate football program. Sport Marketing Quarterly, 17(2): 79-89.
  17. Dholakia U.M., Kahn B.E. Reeves R., Rindfleisch A., Stewart D, Taylor E. (2010). Consumer behaviour in a multichannel, multimedia retailing environment. Journal of Interactive Marketing, 24: 86-95, DOI: 10.1016/j.intmar.2010.02.005
  18. Drennan J, Cornwell B.T. (2004). Emerging strategies for sponsorship on the internet. Journal of Marketing Management, 20(10): 1123-1146, DOI: 10.1362/0267257042405231
  19. Eagleman A.N., Krohn B.D. (2012). Sponsorship awareness, attitudes, and purchase intentions of road race series participants. Sport Marketing Quarterly, 21(4): 210-220.
  20. European Sponsorship Association (2012). New_ESA_figures_double_size_of_European_Sponsorship Industry (available online at http://www.sporsora.com/mediadir/9/920.pdf and accessed on April the 16th).
  21. Filo K., Funk D. (2010). The antecedents and outcomes of attachment and sponsor image within charity sport events. Journal of Sport Management, 24(6): 623-648.
  22. Goldman M., Johns K. (2009). Sportainment: changing the pace of limited-overs cricket in South Africa. Management Decision, 47(1): 124-136, DOI: 10.1108/00251740910929740
  23. Gwinner K. (1997). A model of image creation and image transfer in event sponsorship. International Marketing Review, 14(3): 145-158, DOI: 10.1108/02651339710170221
  24. Gwinner K.P., Swanson S.R. (2003). A model of fan identification: antecedents and sponsorship outcomes. Journal of Services Marketing, 17(3): 275-294, DOI: 10.1108/08876040310474828
  25. Harris T. (1993). The marketer’s guide to public relations. New York: John Wiley & Sons.
  26. Hinkin T.R. (1995). A review of scale development practices in the study of organizations. Journal of Management, 5(21): 967-988, DOI: 10.1177/014920639502100509
  27. IEG Sponsorship Report. (2013). International Events Group. IL: Chicago.
  28. Johar G.V, Pham M.T. (1999). Relatedness, prominence, and constructive sponsor identification. Journal of Marketing Research, 36(3): 299-312, DOI: 10.2307/3152078
  29. Keeling K.B. (2000). A regression equation for determining the dimensionality of data. Multivariate Behavioural Research, 35(4): 457-468, DOI: 10.1207/S15327906MBR3504_02
  30. Kim Y.K., Smith R, James J. D. (2010). The role of gratitude in sponsorship: The case of participant sports. International Journal of Sports Marketing & Sponsorship, 12: 53-75.
  31. Krishnamurthy S. (2000). Deciphering the internet advertising puzzle. Marketing Management, 9(3): 34-39.
  32. Kumar V., Venkatesan R. (2005). Who are the multichannel shoppers and how do they perform? Correlates of multichannel shopping behaviour. Journal of Interactive Marketing, 19: 44-62, DOI: 10.1002/dir.20034
  33. Kwon W.S, Lennon S.J. (2009). Reciprocal effects between multichannel retailers’ offline and online brand images. Journal of Retailing, 85(3): 376-390.
  34. Madrigal R. (2000). The influence of social alliances with sports teams on intentions to purchase corporate sponsors’ products. Journal of Advertising, 29(4): 13-24, DOI: 10.1080/00913367.2000.10673621
  35. Madrigal R. (2001). Social identity effects in a belief-attitude-intentions hierarchy: implications for corporate sponsorship. Psychology & Marketing, 18(2), pp. 145-165, DOI: 10.1002/1520-6793(200102)18:2<145::AID-MAR1003>3.3.CO;2-K
  36. Meenaghan T. (1998). Ambush marketing: corporate strategy and consumer reaction. Psychology & Marketing, 15(4): 305-322, DOI: 10.1002/(SICI)1520-6793(199807)15:4<305::AID-MAR2>3.0.CO;2-C
  37. Meenaghan T., Shipley D. (1999). Media effect in commercial sponsorship. European Journal of Marketing, 33(3/4): 328-347, DOI: 10.1108/03090569910253170
  38. Meenaghan T. (2001). Understanding sponsorship effects. Psychology and Marketing, 18(2): 95-122, DOI: 10.1002/1520-6793(200102)18:2<95::AID-MAR1001>3.3.CO;2-8
  39. Meenaghan T., McLoughlin D., McCormack A. (2013). New challenges in sponsorship evaluation: actors, new media, and the context of praxis. Psychology & Marketing, 30(5): 444-460, DOI: 10.1002/mar.20618
  40. Miloch K.S., Lambrecht K.W. (2006). Consumer awareness of sponsorship at grassroots sport events. Sport Marketing Quarterly, 15(3): 147-154.
  41. Moorman C., Zaltman G., Deshpande R. (1992). Relationships between providers and users of market research: the dynamics of trust within and between organizations. Journal of Marketing Research, 29(3): 314-328, DOI: 10.2307/3172742
  42. Nunnally J.C. (1978), Psychometric Theory. New York, NY: McGraw-Hill.
  43. O’Reilly N., Horning L.D. (2013). Leveraging sponsorship: the activation ratio. Sport Management Review (in press).
  44. Pham M.T., Johar G.V. (2001). Market prominence biases in sponsor identification: processes and consequentiality. Psychology and Marketing, 18(2): 123-143, DOI: 10.1002/1520-6793(200102)18:2<123::AID-MAR1002>3.0.CO;2-3
  45. Pope N.K, Voges K.E. (2000). The impact of sport sponsorship activities, corporate image, and prior use on consumer purchase intention. Sport Marketing Quarterly, 9(2): 96-102, DOI: 10.1080/00913367.2004.10639154
  46. Pope N.K., Voges K.E., Brown M.R. (2004). The effect of provocation in the form of mild erotica on attitude to the ad and corporate image. Journal of Advertising, 33(1): 69-82.
  47. Pope N.K., Voges K.E., Brown M.R. (2009). Winning ways: immediate and long-term effects of sponsorship on perceptions of brand quality and corporate image. Journal of Advertising, 38(2): 5-20.
  48. Quester P., Farrelly F. (1998). Brand association and memory decay effects of sponsorship: the case of the Australian Formula One Grand Prix. Journal of Product & Brand Management, 7(6): 539-556, DOI: 10.1108/10610429810244693
  49. Rifon N.J., Choi S.M., Trimble C.S., Hairong L. (2004). Congruence effects in sponsorship: the mediating role of sponsor credibility and consumer attributions of sponsor motive. Journal of Advertising, 33(1): 29-42, DOI: 10.1080/00913367.2004.10639151
  50. Speed R., Thompson P. (2000). Determinants of sports sponsorship response. Journal of the Academy of Marketing Science, 28(2): 227-238, DOI: 10.1177/0092070300282004
  51. Stage Up and Ipsos (2012). Il Futuro della Sponsorizzazione (at). http://www.stageup.com/index.php/ricerche/indagine-predittiva (accessed on June 15, 2013).
  52. Thomas T.C., Price L.L., Schau H.J. (2013). When differences unite: resource dependence in heterogeneous consumption communities. Journal of Consumer Research, 39(5): 1010-1033, DOI: 10.1086/666616
  53. Tsiotsou R., Alexandris K. (2009). Delineating the outcomes of sponsorship: Sponsor image, word of mouth, and purchase intentions. International Journal of Retail & Distribution Management, 37(4): 358-369, DOI: 10.1108/09590550910948583
  54. Van Birgelen M. de Jong A., de Ruyter K. (2006). Multi-channel service retailing: the effects of channel performance satisfaction on behavioural intentions. Journal of Retailing, 82(4): 367-377, DOI: 10.1016/j.jretai.2006.08.010
  55. Verhagen T., van Dolen W. (2009). Online purchase intentions: A multi-channel store image perspective. Information & Management, 46(2): 77-82, DOI: 10.1016/j.im.2008.12.001
  56. Verhoef P.C., Donkers B. (2005). The effect of acquisition channels on customer loyalty and cross buying. Journal of Interactive Marketing, 19(2): 31-43, DOI: 10.1002/dir.20033
  57. Verhoef P.C., Neslin S.A., Vroomen B. (2007). Multichannel customer management: understanding the research-shopper phenomenon. International Journal of Research in Marketing, 24(2): 129-148, DOI: 10.1016/j.ijresmar.2006.11.002
  58. Wakefield K.L., Bennett G. (2010). Affective intensity and sponsor identification. Journal of Advertising, 39(3): 99-111, DOI: 10.2753/JOA0091-3367390307
  59. Weeks C.S., Cornwell B.T., Drennan J.C. (2008). Leveraging sponsorships on the internet: activation, congruence, and articulation. Psychology and Marketing, 25(7): 637-654, DOI: 10.1002/mar.20229

Daniela Andreini, Giuseppe Pedeliento, The multichannel effects of sponsorship: an empirical analysis in "MERCATI E COMPETITIVITÀ" 3/2014, pp 65-83, DOI: 10.3280/MC2014-003005