The multichannel effects of sponsorship: an empirical analysis

Titolo Rivista MERCATI E COMPETITIVITÀ
Autori/Curatori Daniela Andreini, Giuseppe Pedeliento
Anno di pubblicazione 2014 Fascicolo 2014/3
Lingua Inglese Numero pagine 19 P. 65-83 Dimensione file 113 KB
DOI 10.3280/MC2014-003005
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Sport sponsorship is gaining increasing attention in marketing research and practice. While the industry of sport sponsorship is booming, sponsoring companies are increasingly practising multi-site sponsorship strategies by combining traditional forms of sponsorship with an online presence. Yet, although scholars have suggested the investigation of the synergistic effects between traditional and online sponsorship as an emergent stream of research, any research to date have been issued on this topic. By drawing on previous studies in the multichannel retailing literature the aim of this research is primarily that of investigating if positive feelings and attitude toward a sponsoring brands receivers form in traditional settings, affect sponsorship receivers intention to purchase online sponsoring brands when multi-site sponsorship strategies are performed. Findings suggest the existence of interactive effects between traditional and online sponsorship.

La sponsorizzazione sportiva sta vivendo un momento di forte vigore sia nella letteratura di marketing e sia nella pratica manageriale. Inoltre, molti sponsor stanno sperimentando sponsorizzazioni multi-piattaforma, combinando la sponsorizzazione tradizionale con quella online. Nonostante i ricercatori di marketing abbiamo chiesto una maggiore focalizzazione su questo fenomeno multicanale, ancora pochi sono i contributi che analizzano l’efficacia della sponsorizzazione in diversi ambiti (sul campo e online). Prendendo spunto dalla letteratura del commercio multicanale, questo articolo ha l’obiettivo di investigare se sentimenti positivi (attitude e goodwill) sviluppati nella pratica sportiva dei componenti di squadre dilettantistiche nei confronti dei propri sponsor, influiscano sull’efficacia della sponsorizzazione online (misurata in questo articolo con l’intenzione di acquistare i brand sponsorizzanti attraverso i banner posizionati nei siti internet delle squadre sportive). I risultati evidenziano l’esistenza di effetti interattivi tra sponsorizzazione sul campo e sponsorizzazione online.

Keywords:Sponsorizzazione sportiva, intenzione di acquisto online, effetto multicanale della sponsorship, onsite goodwill, commitment, sponsor-sponsee-fit offline.

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Daniela Andreini, Giuseppe Pedeliento, The multichannel effects of sponsorship: an empirical analysis in "MERCATI E COMPETITIVITÀ" 3/2014, pp 65-83, DOI: 10.3280/MC2014-003005