Testing the relationships among involvement, sponsorship perceived fit and intention to purchase sponsors’ products: the case of esports tournament viewers

Author:

Polyakova OlgaORCID,Karagiorgos Thomas,Anagnostopoulos ChristosORCID,Alexandris Kostas

Abstract

PurposeDespite fast developments in esports sponsorship, limited research exists in the area of sponsorship evaluation in the esports context. The purpose of the present study was to test the relationships among esports involvement, sponsorship perceived fit and viewers’ intention to buy the sponsor’s products, and examine the degree to which perceived fit mediates the relationship between the involvement dimensions and intention.Design/methodology/approachThe study draws on the theoretical model of sponsorship effects proposed by Wakefield et al. (2020) and obtained quantitative data from sampling esports viewers (n = 285). Statistical analysis was carried out in three steps. Beyond the descriptive statistics, confirmatory factor analysis (CFA) was conducted to assess the goodness of fit of the measurement model. The mediation analysis was performed at the end of the study.FindingsThe results supported the impact of one of the esports involvement dimensions (i.e. self-expression) on both perceived fit and esports viewers’ intentions to buy sponsors’ products. Involvement (self-expression) was found to have both direct and indirect relationships, through perceived fit, on purchase intentions. The study provided support for the associations among esports involvement dimensions, sponsorship perceived fit and purchase intentions.Practical implicationsThe practitioners should first consider the involvement profile of esports viewers. The more involved viewers will be more likely to have positive perceptions about the fit between the esports tournament and the sponsor.Originality/valueIt is the first study to test a sponsorship evaluation model in the context of esports users. It does so by including a more detailed measurement of involvement (with three-dimensions) in the hypothesized model.

Publisher

Emerald

Reference97 articles.

1. The one billion dollar myth: methods for sizing the massively undervalued esports revenue landscape;International Journal of Esports,2020

2. Exploring the role of motivation on the development of sport involvement;International Journal of Sport Management and Marketing,2012

3. Predicting sponsorship outcomes from attitudinal constructs: the case of a professional basketball event;Sport Marketing Quarterly,2007

4. Examining the relationships among leisure constraints, involvement and attitudinal loyalty among Greek recreational skiers;European Sport Management Quarterly,2008

5. Involvement with active leisure participation: does service quality have a role?;Managing Leisure,2012

同舟云学术

1.学者识别学者识别

2.学术分析学术分析

3.人才评估人才评估

"同舟云学术"是以全球学者为主线,采集、加工和组织学术论文而形成的新型学术文献查询和分析系统,可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容,当前同舟云学术共收录了国内外主流学术期刊6万余种,收集的期刊论文及会议论文总量共计约1.5亿篇,并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询!咨询电话:010-8811{复制后删除}0370

www.globalauthorid.com

TOP

Copyright © 2019-2024 北京同舟云网络信息技术有限公司
京公网安备11010802033243号  京ICP备18003416号-3