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Fans identification: the bright side of football sponsorship effectiveness

2020Journal article Open access
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dc.contributor.authorSilva, A.
dc.date.accessioned2021-08-20T14:36:59Z
dc.date.available2021-10-01T00:30:10Z
dc.date.issued2020
dc.description.abstractFootball events are by far one of the most preferred leisure activities amongst fans around the world, namely when it involves their favorite team. The measurement of sponsorship results is seen as a research priority, however, some results found are not consistent, in which mediation is seen as a research priority. This research intends to: i) determine fan identification effect on perceived congruency between sponsor and sponsored team, and on intentions towards buying sponsor’s products, and; ii) determine the mediation role of perceived congruence. In total, 1,399 fans from a top three Portuguese professional football team were considered for analysis. For statistical analysis, Structural Equation Modeling was used. Results show that higher levels of fans’ team identification lead to higher intention to buy sponsor’s products, and the most innovative result was the relevant mediating role of the perceived congruence in the formation of the purchase intention on sponsor’s products.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationSilva, A. (2020): Fans identification: the bright side of football sponsorship effectiveness. Journal of Sport & Tourism, 24(4), 251-267. doi.org/10.1080/14775085.2020.1824800pt_PT
dc.identifier.doidoi.org/10.1080/14775085.2020.1824800pt_PT
dc.identifier.issn1029-5399
dc.identifier.urihttp://hdl.handle.net/10400.15/3622
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherTaylor & Francispt_PT
dc.relationLife Quality Research Center (CIEQV), Santarém, Portugal - Funding information: Portuguese Foundation for Science and Technology, I.P., Grant/Award Number UIDP/04748/2020pt_PT
dc.relation.publisherversionhttps://www.tandfonline.com/doi/full/10.1080/14775085.2020.1824800pt_PT
dc.subjectcongruencept_PT
dc.subjectpurchase intentionpt_PT
dc.subjectfan identificationpt_PT
dc.subjectfootball fanspt_PT
dc.subjectsponsorshippt_PT
dc.titleFans identification: the bright side of football sponsorship effectivenesspt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage267pt_PT
oaire.citation.issue24pt_PT
oaire.citation.startPage251pt_PT
oaire.citation.titleJournal of Sport & Tourismpt_PT
oaire.citation.volume4pt_PT
person.familyNameSilva
person.givenNameAlfredo
person.identifier.ciencia-id4C10-5C7C-C3F3
person.identifier.orcid0000-0001-7703-0513
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication63650d76-52c9-4069-9afd-e7ef1681b4da
relation.isAuthorOfPublication.latestForDiscovery63650d76-52c9-4069-9afd-e7ef1681b4da

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