The effect of quality and leverage on the image transfer model: the moderating role of involvement

IF 3 4区 教育学 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM International Journal of Sports Marketing & Sponsorship Pub Date : 2020-06-23 DOI:10.1108/ijsms-12-2019-0149
Manuel Alonso Dos Santos, Ferran Calabuig Moreno, Vicente Prado Gascó, Jonathan Cuevas Lizama
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引用次数: 8

Abstract

PurposeThe aim of this study is to examine the influence of perceived sponsorship leverage on perceived product quality and the image transfer model, under moderation by fan involvement.Design/methodology/approachA self-report online survey was carried out after the 2018 FIFA World Cup in Russia. Responses were received from 422 individuals in 21 countries. The leverage scale was validated using exploratory factor analysis. Then, partial least squares–structural equation modeling was employed to examine the validity and reliability of the scales and test the structural model. Finally, multigroup analysis was used to examine how involvement moderates the influence of leverage.FindingsAttitudes toward sponsorship and purchase intention are influenced by the perceived leverage and quality of the product. The multigroup analysis shows that perceived leverage does not influence the attitudes of individuals with low involvement. The influence of perceived leverage on perceived product quality is greater in individuals with high involvement.Research limitations/implicationsSponsors should use collateral marketing strategies to target specific segments of individuals with high and low involvement separately. Showcasing the sponsoring products of brands renowned for their high quality could positively influence the results of sponsorship.Originality/valueThis article contributes to the sponsorship literature by exploring how sponsors can capitalize on collateral marketing actions. It also contributes to the theory of image transfer by exploring how perceived product quality can influence the effectiveness of sponsorship.
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质量和杠杆作用对图像传递模型的影响:参与的调节作用
目的本研究的目的是检验在粉丝参与的调节下,感知赞助杠杆对感知产品质量和形象传递模型的影响。设计/方法/方法2018年俄罗斯国际足联世界杯结束后,进行了一项自我报告的在线调查。收到了来自21个国家422人的答复。利用探索性因素分析对杠杆量表进行了验证。然后,采用偏最小二乘-结构方程建模来检验量表的有效性和可靠性,并对结构模型进行测试。最后,使用多组分析来检验参与如何调节杠杆的影响。发现对赞助和购买意愿的态度受到产品的杠杆作用和质量的影响。多组分析表明,感知的杠杆作用不会影响低参与度个体的态度。在高参与度的个体中,感知杠杆对感知产品质量的影响更大。研究局限性/影响赞助商应使用附带营销策略,分别针对高参与度和低参与度的特定人群。展示以高质量著称的品牌的赞助产品可以对赞助结果产生积极影响。原创性/价值本文通过探讨赞助商如何利用附带营销行为,为赞助文献做出贡献。它还通过探索感知产品质量如何影响赞助的有效性,为图像传递理论做出了贡献。
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来源期刊
International Journal of Sports Marketing & Sponsorship
International Journal of Sports Marketing & Sponsorship HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
4.70
自引率
13.60%
发文量
26
期刊介绍: The International Journal of Sports Marketing and Sponsorship is the world’s leading journal for the sports marketing industry. Published quarterly, it has met the rigorous standards required for a listing by both PsycINFO and the Social Sciences Citation Index (SSCI).
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