The Effect of Simultaneous Sponsorship of Rival Football Teams
Journal Title: BAR: Brazilian Administration Review - Year 2015, Vol 12, Issue 1
Abstract
The present study investigated the impact of team identification and team-sponsor fit on the sponsor’s brand equity. The study’s main theoretical references are (a) the Social Identity Theory (Tajfel & Turner, 1979); (b) the Schema Theory (Singer, 1968) and (c) the Associative Network Theories (Collins & Loftus, 1975), both about the functioning of the human memory; and (d) customer-based brand equity (Keller, 1993). Research was conducted in Porto Alegre, RS, a Brazilian city where rival football (soccer) teams Grêmio and Internacional share their main sponsors, Banrisul and Unimed, since 2001 and 2002, respectively, a rare context that was previously studied only once before (Davies, Veloutsou, & Costa, 2006). The valid sample comprised 2,000 fans of both teams. The sample was non-probabilistic with equal gender and team quotas. Data analysis was performed using Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA); and the reliability, convergent, discriminant and nomological validity of the constructs were verified. To test the substantive hypotheses, Structural Equation Modeling (SEM) using the ADF technique was applied. The empirical results suggest that, in the studied context, the sponsor’s brand equity is more influenced by teamsponsor fit than by team identification, which is different from a non-rivalry sponsorship context.
Authors and Affiliations
Amorim, João Guilherme Barbosa de; Almeida, Victor Manoel Cunha de
Keywords
Related Articles
- EP ID EP40593
- DOI -
- Views 206
- Downloads 0
The Relationship between Manufacturer and Distributors: Knowledge Transfer and Performance
This study explored the relationship between knowledge transfer from manufacturer to distributor. The research question is related to knowledge transfer from the manufacturer to distributor and potential improvement in...
Intellectual Capital and Organizational Renewal: Building Dynamic Capabilities through People
This paper seeks to deepen the understanding of management practices adopted by organizations characterized by significant levels of participation and influence from their employees. Based on the assumption that the su...
Speak Now or Forever Hold Your Peace? An Essay on Whistleblowing and its Interfaces with the Brazilian Culture
Since the last decade corporate scandals have drawn public attention to the importance of whistleblowers, resulting in the creation of policies and statutes which rely heavily on whistleblowing, especially in the United...
Discretionary-Based Disclosure: Evidence from the Brazilian Market
The primary objective of this paper is to identify the factors that explain Brazilian companies‟ level of voluntary disclosure. Underpinning this work is the Discretionary-based Disclosure theory. The sample is composed...
Are Country and Size Risks Priced in the Brazilian Stock Market?
When estimating a firm’s cost of equity for valuation and other purposes in emerging markets without (or with only partial) capital market integration, many practitioners include a premium for country risk. In principle...