Sponsorship in Beach Volleyball: effects of event quality, spectator satisfaction and brand experience on brand equity

Autores

  • Paula Yumi Yamamoto Universidade Estadual de Campinas. Faculdade de Ciências Aplicadas, Limeira, SP, Brasil.
  • Filipe Quevedo-Silva Universidade Federal do Mato Grosso do Sul, Campo Grande, MS, Brasil.
  • Leandro Carlos Mazzei Universidade Estadual de Campinas. Faculdade de Ciências Aplicadas, Limeira, SP, Brasil.

DOI:

https://doi.org/10.11606/issn.1981-4690.v35i2p207-227

Palavras-chave:

Evento eportivo, Patrocínio, Experiência, Qualidade, Brand equity

Resumo

The aim of this study is to examine the effects of event quality, spectator satisfaction and experience on brand equity of the sponsor in a sport event. In order to carry out this study, 352 spectators that attended the Banco do Brasil (Bank of Brazil) Circuit of Beach Volleyball answered a closed questionnaire. For data analysis, it is used the structural equation modeling. The results indicated that the quality of the event generates satisfaction, which confi rms increases the brand equity of the event sponsor. In addition, the spectators’ experience with the sponsoring brand also confirms the positive impact on brand equity. The quality of the event, the satisfaction of the spectators with the event and their sponsor's brand experience are elements that, if well managed and explored, contribute positively to sponsors’ brand equity. These strategies should be aimed both by sports managers, as a way to attract and retain sponsors, and by sponsors’ brand managers, as a way to get return on investment. For this purpose, the sport managers and sponsors should undertake a planning together to offer a high-quality event enabling an environment that provides spectators’ satisfaction and a positive experience with the sponsor brand. In theoretical terms, this research brought greater knowledge about the return of investments made by companies on sport sponsorship, and, the use of statistical methods in this study can be replicated, adjusted or even enhanced in future researches that investigate the theme sport events and their sponsors.

Downloads

Não há dados estatísticos.

Referências

Pitts BG, Stotlar DK. Fundamentals of sport marketing. Morgantown: fitness information technology. 2013.

Masteralexis LP, Barr C, Hums M. Principles and practice of sport management. 4th ed. Sudbury: Jones & Bartlett Learning; 2011.

Alexander N. Defining brand values through sponsorship. Runyan RC, editor. Int J Retail Distrib Manag. 2009;37(4):346-57.

Fransen ML, Rompay TJL van, Muntinga DG. Increasing sponsorship eff ectiveness through brand experience. Int J Sport Mark Spons. 2013;14(2):37-50.

Hansen F, Martensen A, Riis Christensen S. Modelling emotional and attitudinal responses as drivers of sponsorship value. Int J Sport Mark Spons. 2005;7(1):69-74.

Grimes E, Meenaghan T. Focusing commercial sponsorship on the internal corporate audience. Int J Advert. 1998;17(1):51-74.

Smith G. Brand Image Transfer Through sponsorship: a consumer learning perspective. J Mark Manag. 2004;20(3-4):457-74.

Gwinner K. A model of image creation and image transfer in event sponsorship. Int Mark Rev. 1997;14(3):145-58.

Tsiotsou R, Alexandris K. Delineating the outcomes of sponsorship. Int J Retail Distrib Manag. 2009;37(4):358-69.

Biscaia R, Correia A, Rosado AF, Ross SD, Maroco J. Sport sponsorship: the relationship between team loyalty, sponsorship awareness, attitude toward the sponsor, and purchase intentions. J Sport Manag. 2013;27(4):288-302.

Chavanat N, Martinent G, Ferrand A. Sponsor and sponsees interactions: effects on consumers’ perceptions of brand image, brand attachment and purchasing intention. J Sport Manag. 2009;644-70.

Bibby DN. Brand image, equity, and sports sponsorship. Adv Cult Tour Hosp Res. Elsevier; 2009;3(1):21-99.

Yoo B, Donthu N. Developing and validating a multidimensional consumer-based brand equity scale. J Bus Res. 2001;52(1):1-14.

Henseler J, Wilson B, Westberg K. Managers’ perceptions of the impact of sport sponsorship on brand equity: which aspects of the sponsorship matter most? Sport Mark Q. 2011;20(1):7-21.

Clemes MD, Brush GJ, Collins MJ. Analysing the professional sport experience: a hierarchical approach. Sport Manag Rev. 2011;14(4):370-88.

Ko YJ, Zhang J, Cattani K, Pastore D. Assessment of event quality in major spectator sports. Manag Serv Qual. 2011;21:304-22.

Theodorakis ND, Kambitsis C, Laios A, Koustelios A. Relationship between measures of service quality and satisfaction of spectators in professional sports. Manag Serv Qual. 2001;11(6):431-8.

Yoshida M, James JD. Service quality at sporting events: is aesthetic quality a missing dimension? Sport Manag Rev. 2011;14(1):13-24.

Holbrook MB, Hirschman EC. The experiential aspects of consumption: consumer fantasies, feelings, and fun. J Consumer Res. 1982;9:132.

Garg R, Rahman Z, Qureshi MN. Measuring customer experience in banks: scale development and validation. J Model Manag. 2014;9(1):87-117.

Mazzei LC, Oliveira NS, Rocco Jr AJ, Bastos FC. Uma análise da produção acadêmica brasileira em Marketing Esportivo enquanto área multidisciplinar. REMark - Rev Bras Mark. 2013;12(4):183-200.

Mazzei LC, Yamamoto PY, Cury RL, Bastos FC. Diagnóstico e possíveis determinantes dos patrocínios no esporte olímpico brasileiro. Pulsar. 2014;6(4):1-16.

Vlastuin J, Almeida BS, Marchi Jr W. O marketing esportivo na gestão do voleibol brasileiro: fragmentos teóricos referentes ao processo de espetacularização da modalidade. Rev Bras Ciências Esporte. 2008;29(3):9-24.

Marques RFR, Gutierrez GL, Montagner PC. Novas configurações socioeconômicas do esporte na era da globalização. J Phys Educ. 2009;20(4):637-48.

Rocco AJ, Mazzei LC. Os novos estádios e arenas do futebol brasileiro, o padrão Fifa e o consumidor do esporte: o legado da Copa do Mundo 2014 e suas aproximações com o entretenimento. In: Araújo AC, editor. Copa do Mundo 2014: debates sobre mídia e cultura. Natal: EDUFRN; 2015. p. 181-210.

Greenwell TC, Fink JS, Pastore DL. Assessing the influence of the physical sports facility on customer satisfaction within the context of the service experience. Sport Manag Rev. 2002;5(2):129-48.

Grieve FG, Zapalac RK, Wann DJ, Visek AJ, Partridge JA, Lanter JR. The importance of team identification in perceptions of trust of fellow and rival sport fans. In: Earnheardt AC, Haridakis PM, Hugenberg BS, editors. Sports Fans, Identity, and socialization Exploring the fandemonium. Lanham: Lexington Books; 2009. p. 79-90.

Norris JI, Wann DL, Zapalac RK. Sport fan maximizing: following the best team or being the best fan? J Consum Mark J Consum Mark. 2015;32(3):157-66.

Van Leeuwen L, Quick S, Daniel K. Th e sport spectator satisfaction model: a conceptual framework for understanding the satisfaction of spectators. Sport Manag Rev. 2002;5(2):99–128.

Yoshida M, James JD. Customer satisfaction with game and service experiences: antecedents and consequences. Recreation. 2010;24(3):338-61.

Th eodorakis ND, Alexandris K, Tsigilis N, Karvounis S. Predicting spectators’ behavioural intentions in professional football: the role of satisfaction and service quality. Sport Manag Rev. 2013;16(1):85-96.

Torres A, Tribó JA. Customer satisfaction and brand equity. J Bus Res. 2011;64(10):1089-96.

Pappu R, Quester P. Does customer satisfaction lead to improved brand equity? An empirical examination of two categories of retail brands. J Prod Brand Manag. 2006;15(1):4-14.

Schmitt BH. Experiential Marketing. J Mark Manag. 1999;15(1-3):53-67.

Brakus JJ, Schmitt BH, Zarantonello L. Brand experience: what is it? How is it measured? Does it affect loyalty? J Mark. 2009;73(3):52-68.

Lin YH. Innovative brand experience’s influence on brand equity and brand satisfaction. J Bus Res. 2015 Nov;68(11):6.

Dolbec P-YP-Y, Chebat J-CJ-C. The impact of aflagship vs. a brand store on brand attitude, brand attachment and brand equity. J Retail. 2 013;89(4):460-6.

Kumar RS, Dash S, Purwar PC. The nature and antecedents of brand equity and its dimensions. Mark Intell Plan. 2013;31(2):141-59.

Schmitt BH, Zarantonello L. Consumer experience and experiential marketing: a critical review. Rev Mark Res. 2013;10(2013):25-61.

Lee TH, Chang YS. Th e influence of experiential marketing and activity involvement on the loyalty intentions of wine tourists in Taiwan. Leis Stud. 2012 Jan;31(1):103-21.

Nadiri H, Gunay GN. An empirical study to diagnose the outcomes of customers’ experiences in trendy coff ee shops. J Bus Econ Manag. 2013;14(1):22-53.

Tao S-P. Experiential marketing and marketing experience: an empirical study of the influence of summer boot camp on military propensity. Mil Psychol. 2014;26(5-6):422-33.

Keller KL. Conceptualizing, measuring, and managing customer-based brand equity. J Mark. 1993;57(1):1-22.

Morgan MJ, Summers J. Marketing Esportivo. São Paulo: Thomson Learning; 2008.

Navarro A, Sicilia M, Delgado-Ballester E. Integrated marketing communications: Effects of advertising-sponsorship strategic consistenc. Eur Med J Bus. 2009;4(3):223-36.

Cornwell TB, Kwak DH. Sponsorship-Linked marketing: introduction to topics. J Sport Manag. 2015 Mar;29(2):133-6.

Roy DP, Cornwell TB. Brand equity’s influence on responses to event sponsorships. J Prod Brand Manag. 2003;12(6):377-93.

Donlan LK. The role of brand knowledge in determining sponsorship effectiveness. J Promot Manag. 2013;19(2):241-64.

Chieng FYL, Lee GC. Customer-Based brand equity: a literature review. J Arts Sci Commer. 2011;2(1):33-42.

Maroni FC, Mendes DR, Bastos FC. Gestão do voleibol no Brasil: o caso das equipes participantes da Superliga 2007-2008. Rev Bras Educ Física e Esporte. 2010;24(2):239-48.

Banco do Brasil on the Forbes World’s Best Employers List [Internet]. 2018 [citado 14 mar 2019]. Disponível em: https://www.forbes.com/companies/banco-do-brasil/#7dd696ce51c3.

Terra T. Banco do Brasil e Caixa conquistam clientes com marketing esportivo [Internet]. 2019 [citado 14 mar 2019]. Disponível em: https://exame.abril.com.br/marketing/banco-brasil-caixa-conquistam-clientes-marketingesportivo-563154/

Madrigal R. Cognitive and aff ective determinants of fan satisfaction with sporting attendance. J Leisure Research. 1995;27(3):205-227.

Nysveen H, Pedersen PE, Skard S. Brand experiences in service organizations: exploring the individual effects of brand experience dimensions. J Brand Manag. 2013;20(5):404-23.

Washburn JH, Plank RE. Measuring brand equity: an evaluation of customer-based brand equity scale. J Marketing Theory and Practice. 2002;10(1): 46-62.

Vargas Neto A. Mensuração de brand equity baseada no consumidor: avaliação de escala multidimensional. Universidade Federal do Rio Grande do Sul; 2003.

Fernández E, Delgado M. Marcas de experiencia: marcando la diferencia. Estud Gerenciales. 2011;27(121):59-77.

Kang S, Hur W-M. Investigating the antecedents of green brand equity: a sustainable development perspective. Corp Soc Responsib Environ Manag. 2012;19(5):306-16.

Fagundes AFA. Um modelo dos fatores que influenciam a satisfação dos torcedores na ida aos estádios de futebol no brasil e sua intenção de retorno. Universidade Federal de Minas Gerais; 2013.

Vargas Neto A, Luce FB. Mensuração de brand equity baseado no consumidor: avaliação de escala multidimensional. In: II EMA - Encontro de Marketing da ANPAD. Rio de Janeiro; 2006. p. 1-16.

Beaton DE, Bombardier C, Guillemin F, Ferraz MB. Guidelines for the process of cross-cultural adaptation of selfreport measures. Spine. 2000;25(24):3186-91.

Monecke A, Leisch F. semPLS : Structural equation modeling using partial least squares. J Stat Softw. 2012;48(3).

Hair JF, Hult TM, Ringle CM, Sarstedt M. A primer on partial least squares structural equation modeling (PLS-SEM). Los Angeles: Sage Publications Inc; 2014.

Fan X, Thompson B, Wang L. Structural equation modeling: a multidisciplinary effects of sample size, estimation methods, and model specification on structural equation modeling fit indexes. Struct Equ Model Multidiscip J. 1999;6(1):56-83.

Hair JF, Sarstedt M, Ringle CM, Mena JA. An assessment of the use of partial least squares structural equation modeling in marketing research. J Acad Mark Sci. 2012;40(3):414-33.

Ringle CM, Da Silva D, Bido DDS. Modelagem de equações estruturais com utilização do SmartPLS. Rev Bras Mark. 2014;13(2):56-73.

Hair JF, Sarstedt M, Hopkins L, Kuppelwieser VG. Partial least squares structural equation modeling (PLS-SEM). Eur Bus Rev. 2014;26(2):106-21.

Rossiter JR. The C-OA-SE procedure for scale development in marketing. Int J Res Mark. 2002;19(4):305-35.

Kaser K, Oelkers DB. Sports and entretainment marketing. 4th ed. Boston: South-Western, Cengage Learning; 2014.

Rocha CM, Bastos FC. Gestão do esporte: definindo a área. Rev Bras Educ Física Esporte. 2011;25(nesp):91-103.

Mazzei LC, Rocco Júnior AJ. Um ensaio sobre a Gestão do Esporte: um momento para a sua afirmação no Brasil. Rev Gestão Neg Esporte. 2017;2(1):96-109.

Mattar FN, Mattar MF. Gestão de Negócios Esportivos. Rio de Janeiro: Elsevier; 2013.

Pires GMV da S, Sarmento JPS de RL. Conceito de Gestão do Desporto. Novos desafios, diferentes soluções. Rev Port Ciênc Desporto. 2001;1(1):88-103.

Downloads

Publicado

2021-07-15

Como Citar

Yamamoto, P. Y. ., Quevedo-Silva, F. ., & Mazzei, L. C. . (2021). Sponsorship in Beach Volleyball: effects of event quality, spectator satisfaction and brand experience on brand equity. Revista Brasileira De Educação Física E Esporte, 35(2), 207-227. https://doi.org/10.11606/issn.1981-4690.v35i2p207-227

Edição

Seção

Artigos