{"title":"The Role of Faraway Fans In Sporting Event Sponsorship","authors":"A. Scheinbaum, A. Krishen, R. Lacey","doi":"10.2501/jar-2022-001","DOIUrl":null,"url":null,"abstract":"Consumers routinely experience sponsored events near and far, and whether the attendee is a local or not may affect the event sponsorship’s impact. With data from a professional cycling event (n=2,394), results show that attendees traveling from farther distances tend to be more knowledgeable about the sport than local attendees. This contributes to higher levels of fan identification among fans from far away, which, in turn, strengthens their fan attachment to the sporting event in comparison with that of local fans. Highly identified fans tend to be more attached to a sporting event, thereby increasing their desire to support sponsoring brands through sponsor patronage intent.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":2.1000,"publicationDate":"2022-01-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Advertising Research","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.2501/jar-2022-001","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 2
Abstract
Consumers routinely experience sponsored events near and far, and whether the attendee is a local or not may affect the event sponsorship’s impact. With data from a professional cycling event (n=2,394), results show that attendees traveling from farther distances tend to be more knowledgeable about the sport than local attendees. This contributes to higher levels of fan identification among fans from far away, which, in turn, strengthens their fan attachment to the sporting event in comparison with that of local fans. Highly identified fans tend to be more attached to a sporting event, thereby increasing their desire to support sponsoring brands through sponsor patronage intent.
期刊介绍：
The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.
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