Compartir
Título
Sponsorship image and value creation in E-sports
Autor
Facultad/Centro
Área de conocimiento
Título de la revista
Journal of Business Research
Editor
Elsevier
Fecha
2022-06
ISSN
0148-2963
Abstract
[EN] E-sports games can drive the sports industry forward and sponsorship is the best way to engage consumers of this new sport. The purpose of this study is to examine the effect of sponsorship image and consumer participation in co-creation consumption activities on fans’ sponsorship response (represented by the variables interest, purchase intention and word of mouth) in e-sports. Four antecedent variables build sponsorship image (i.e., ubiquity of sport, sincerity of sponsor, attitude to sponsor and team identification). A quantitative approach is used for the purposes of this study. Some 445 questionnaires were filled in by fans who watch e-sports in Spain; these are analyzed using partial least squares structural equation modeling (PLS-SEM). The outcomes show that sponsor antecedents are crucial factors if a sponsor wants to change their sponsorship image and influence sponsorship response, and that it is also possible to use participation to improve responses
Materia
Palabras clave
Peer review
SI
URI
DOI
Versión del editor
Aparece en las colecciones
- Untitled [4694]
Files in questo item
Tamaño:
968.8
xmlui.dri2xhtml.METS-1.0.size-kilobytes
Formato:
Adobe PDF