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Titre : |
To what extend do the performances of sports teams have an impact on the sponsor's brand with the consumer ? |
Type de document : |
Mémoire |
Auteurs : |
Antoine ROUQUET, Auteur |
Année de publication : |
2022 |
Importance : |
33 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management CONSOMMATEUR ; MARQUE ; SPORT
|
Résumé : |
The purpose of this research is to analyze the impact of long-term team performance on consumers through their attitude to the brand sponsoring the team and their intention to purchase. Based on previous research conducted, this relationship is analyzed while introducing a moderator which is the congruence or fit between a sponsored team and its sponsor brand. Here, the following question will be studied: To what extent do the performances of sports teams have an impact on the sponsor's brand with the consumer?Quantitative research was design to analyze these effects. Based on a questionnaire designed with Qualtrics.com, 143 responses from several social networks (i.e., Schools, LinkedIn, Facebook,Instagram) were analyzed to confirm or disconfirm four hypotheses. This study confirmed assumptions made, finding that the long-term performance of a team impact positively the consumer’s attitude to the sponsor brand and intention to purchase. Also, these findings suggested a moderating effect of perceived congruence/fit between the team and its sponsor, strengthening the positive effects of long-term team performance on attitude to the brand and intention to purchase. |
Programme : |
MSc International Marketing & Brand Management |
Permalink : |
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