An empirical examination of the reactions to local sponsors and rival brands

Rui Biscaia, Cláudio Rocha

Research output: Contribution to journalArticle

1 Citation (Scopus)

Abstract

This study examines awareness, congruence, attitudes and purchase intentions of three local sponsors of the 2016 Rio Olympic Games and their strongest rival brands, and tests the relationships among congruence, attitudes and purchase intentions of both actual sponsors and their rivals. Data were collected through an online questionnaire (n = 621). Results indicated that awareness was significantly higher for only one of the sponsors. Neither congruence nor attitude toward the brand was higher for local sponsors when compared to their rival brands. Purchase intentions were significantly lower for local sponsors. Attitude toward the brand was significantly related to purchase intentions for all local sponsors and their rival brands. These findings suggest the need for local sponsors to engage in leveraging activities and to partner with the host to explain their role in the event's success. This study also draws attention to the importance for brands to carefully select the events to invest.
Original languageEnglish
JournalSport Marketing Quarterly
Volume27
Issue number3
Publication statusPublished - Sep 2018

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Olympic Games
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Sponsor
Purchase intention
Congruence
need
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Questionnaire

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An empirical examination of the reactions to local sponsors and rival brands. / Biscaia, Rui; Rocha, Cláudio .

In: Sport Marketing Quarterly, Vol. 27, No. 3, 09.2018.

Research output: Contribution to journalArticle

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