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Impact of consumer involvement, emotions, and attitude toward Beijing Olympic Games on branding effectiveness of event sponsors

Impact of consumer involvement, emotions, and attitude toward Beijing Olympic Games on branding... Purpose – Sponsorship has undeniably become one of the fastest growing global marketing practices. Business corporations seek sponsorship opportunities to actualize their overall organizational objectives, marketing goals, and promotional strategies, particularly to enhance brand equity. This study aimed to examine the influence of consumers’ involvement, emotions, and attitude toward Beijing Olympic Games on the branding effects of the event. Design/methodology/approach – Participants ( N =556) were university students in China who had watched at least some coverage of Beijing Olympic Games. Two duplicate versions of a questionnaire were formulated and respondents were randomly selected to evaluate perceived branding effects of Beijing Olympic Games to be sponsored by two brands – Li‐Ning and Nongfu Spring. Findings – An analysis of the structural model, relating brand loyalty, perceived quality, and brand association/awareness to respondent's involvement, emotional responses, and attitude toward the event, revealed that the proposed model fit the data well (CFI=0.96, TLI=0.98, RMSEA=0.048, WRMR=0.93). The findings revealed that branding effects were positively associated with consumer's attitude toward the sponsored event, which was partially determined by consumer's involvement and emotions. Originality/value – This study examined the relationships among respondent's affective and cognitive involvement, negative and positive emotional responses, and attitude toward the Beijing Olympic Games on the perceived branding effects of event sponsorship. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Sport, Business and Management: An International Journal Emerald Publishing

Impact of consumer involvement, emotions, and attitude toward Beijing Olympic Games on branding effectiveness of event sponsors

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Publisher
Emerald Publishing
Copyright
Copyright © 2013 Emerald Group Publishing Limited. All rights reserved.
ISSN
2042-678X
DOI
10.1108/SBM-02-2011-0016
Publisher site
See Article on Publisher Site

Abstract

Purpose – Sponsorship has undeniably become one of the fastest growing global marketing practices. Business corporations seek sponsorship opportunities to actualize their overall organizational objectives, marketing goals, and promotional strategies, particularly to enhance brand equity. This study aimed to examine the influence of consumers’ involvement, emotions, and attitude toward Beijing Olympic Games on the branding effects of the event. Design/methodology/approach – Participants ( N =556) were university students in China who had watched at least some coverage of Beijing Olympic Games. Two duplicate versions of a questionnaire were formulated and respondents were randomly selected to evaluate perceived branding effects of Beijing Olympic Games to be sponsored by two brands – Li‐Ning and Nongfu Spring. Findings – An analysis of the structural model, relating brand loyalty, perceived quality, and brand association/awareness to respondent's involvement, emotional responses, and attitude toward the event, revealed that the proposed model fit the data well (CFI=0.96, TLI=0.98, RMSEA=0.048, WRMR=0.93). The findings revealed that branding effects were positively associated with consumer's attitude toward the sponsored event, which was partially determined by consumer's involvement and emotions. Originality/value – This study examined the relationships among respondent's affective and cognitive involvement, negative and positive emotional responses, and attitude toward the Beijing Olympic Games on the perceived branding effects of event sponsorship.

Journal

Sport, Business and Management: An International JournalEmerald Publishing

Published: Jul 12, 2013

Keywords: Sponsorship; Branding; Olympic Games; Involvement; Emotion; Attitudes; Brands

References