Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

The effect of quality and leverage on the image transfer model: the moderating role of involvement

The effect of quality and leverage on the image transfer model: the moderating role of involvement The aim of this study is to examine the influence of perceived sponsorship leverage on perceived product quality and the image transfer model, under moderation by fan involvement.Design/methodology/approachA self-report online survey was carried out after the 2018 FIFA World Cup in Russia. Responses were received from 422 individuals in 21 countries. The leverage scale was validated using exploratory factor analysis. Then, partial least squares–structural equation modeling was employed to examine the validity and reliability of the scales and test the structural model. Finally, multigroup analysis was used to examine how involvement moderates the influence of leverage.FindingsAttitudes toward sponsorship and purchase intention are influenced by the perceived leverage and quality of the product. The multigroup analysis shows that perceived leverage does not influence the attitudes of individuals with low involvement. The influence of perceived leverage on perceived product quality is greater in individuals with high involvement.Research limitations/implicationsSponsors should use collateral marketing strategies to target specific segments of individuals with high and low involvement separately. Showcasing the sponsoring products of brands renowned for their high quality could positively influence the results of sponsorship.Originality/valueThis article contributes to the sponsorship literature by exploring how sponsors can capitalize on collateral marketing actions. It also contributes to the theory of image transfer by exploring how perceived product quality can influence the effectiveness of sponsorship. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Sports Marketing and Sponsorship Emerald Publishing

The effect of quality and leverage on the image transfer model: the moderating role of involvement

Download PDF
16 pages

Loading next page...
 
/lp/emerald-publishing/the-effect-of-quality-and-leverage-on-the-image-transfer-model-the-ZpOTe2uvf0
Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1464-6668
DOI
10.1108/ijsms-12-2019-0149
Publisher site
See Article on Publisher Site

Abstract

The aim of this study is to examine the influence of perceived sponsorship leverage on perceived product quality and the image transfer model, under moderation by fan involvement.Design/methodology/approachA self-report online survey was carried out after the 2018 FIFA World Cup in Russia. Responses were received from 422 individuals in 21 countries. The leverage scale was validated using exploratory factor analysis. Then, partial least squares–structural equation modeling was employed to examine the validity and reliability of the scales and test the structural model. Finally, multigroup analysis was used to examine how involvement moderates the influence of leverage.FindingsAttitudes toward sponsorship and purchase intention are influenced by the perceived leverage and quality of the product. The multigroup analysis shows that perceived leverage does not influence the attitudes of individuals with low involvement. The influence of perceived leverage on perceived product quality is greater in individuals with high involvement.Research limitations/implicationsSponsors should use collateral marketing strategies to target specific segments of individuals with high and low involvement separately. Showcasing the sponsoring products of brands renowned for their high quality could positively influence the results of sponsorship.Originality/valueThis article contributes to the sponsorship literature by exploring how sponsors can capitalize on collateral marketing actions. It also contributes to the theory of image transfer by exploring how perceived product quality can influence the effectiveness of sponsorship.

Journal

International Journal of Sports Marketing and Sponsorship – Emerald Publishing

Published: Jun 25, 2020

Keywords: Sponsorship; Image transfer model; Product quality; Articulation; Activation

References

  • The theory of planned behaviour
    Ajzen, I.
  • The influence of websites on sponsorship: PLS-POS segmentation
    Alonso Dos Santos, M.; Calabuig Moreno, F.; Hervás Crespo, J.; Núñez Pomar, J.M.
  • Sponsorship image transfer theory in virtual brand communities
    Alonso Dos Santos, M.; Rejón Guardia, F.; Calabuig, F.
  • Brand image transfer from team to sponsor: how effective is it to sponsor a football team with little success
    Alonso Dos Santos, M.; Calabuig, F.; Alguacil Jiménez, M.
  • The influence of patriotism and fans' fulfilment of sponsorship activation in the sponsor's image transfer process
    Alonso Dos Santos, M.; Velasco Vizcaíno, F.; Pérez Campos, C.
  • Involvement and image transfer in sports sponsorship
    Alonso-Dos-Santos, M.; Vveinhardt, J.; Calabuig-Moreno, F.; Montoro-Ríos, F.
  • The partial least squares (PLS) approach to causal modeling: personal computer adoption and use as an illustration
    Barclay, D.; Higgins, C.; Thompson, R.
  • Rivalries and sponsor affiliation: examining the effects of social identity and argument strength on responses to sponsorship-related advertising messages
    Bee, C.; Dalakas, V.
  • Display signs and involvement: the visual path to purchase intention
    Behe, B.K.; Zhao, J.; Sage, L.; Huddleston, P.T.; Minahan, S.
  • The effect of involvement on visual attention and product choice
    Behe, B.K.; Bae, M.; Huddleston, P.T.; Sage, L.
  • The influence of perceived product quality, relative price and risk on customer value and willingness to buy: a study of private label merchandise
    Beneke, J.; Flynn, R.; Greig, T.; Mukaiwa, M.
  • The brand leadership: scale development and validation
    Chang, Y.; Ko, Y.J.
  • Investigating brand image transfer in sport sponsorship of a participation sport event in Singapore
    Chiu, C.; Pyun, D.Y.
  • Improving incongruent sponsorships through articulation of the sponsorship and audience participation
    Coppetti, C.; Wentzel, D.; Tomczak, T.; Henkel, S.
  • Sponsorship-linked marketing: research surpluses and shortages
    Cornwell, T.B.; Kwon, Y.
  • Sponsorship-linked marketing: opening the black box
    Cornwell, T.B.; Weeks, C.S.; Roy, D.P.
  • Sponsorship-linked marketing: the role of articulation in memory
    Cornwell, T.B.; Humphreys, M.S.; Maguire, A.M.; Weeks, C.S.; Tellegen, C.L.
  • The role of passion in the quality-value-satisfaction-intentions chain: linear models and the QCA approach for athletes
    Crespo-Hervás, J.; Calabuig-Moreno, F.; Prado-Gascó, V.; Añó-Sanz, V.; Núñez-Pomar, J.
  • Olympic sponsorship: evolution, challenges and impact on the olympic movement
    Davies, F.; Tsiantas, G.
  • Measuring the effectiveness of sponsorship of an elite intercollegiate football program
    Dees, W.; Bennett, G.; Villegas, J.
  • New media and technology use in corporate sport sponsorship: performing activational leverage from an exchange perspective
    Dees, W.
  • Modeling the effects of sponsorship-linked marketing: when does memory matter?
    Degaris, L.; Kwak, D.H.; McDaniel, S.R.
  • Brand name substitution and brand equity transfer
    Delassus, V.P.; Descotes, R.M.
  • Leveraging sponsorship to achieve consumer relationship objectives through the creation of ‘marketing spaces’: an exploratory study
    Donlan, L.; Crowther, P.
  • The effect of familiarity on associated sponsor and event brand attitudes following negative celebrity endorser publicity
    Doyle, J.P.; Pentecost, R.D.; Funk, D.C.
  • The role of fan benefits in shaping responses to sponsorship activation
    Dreisbach, J.; Woisetschläger, D.M.; Backhaus, C.; Cornwell, T.B.
  • Program FACTOR at 10: origins, development and future directions
    Ferrando, P.J.; Lorenzo-Seva, U.
  • Communicating CSR-linked sponsorship: examining the influence of three different types of message sources
    Flöter, T.; Benkenstein, M.; Uhrich, S.
  • A causal model of consumer involvement: replication and critique
    Flynn, L.R.; Goldsmith, R.E.
  • Impact of core product quality on sport fans' emotions and behavioral intentions
    Foroughi, B.; Nikbin, D.; Hyun, S.S.; Iranmanesh, M.
  • Antecedents of private label attitude and national brand promotion attitude: similarities and differences
    Garretson, J.A.; Fisher, D.; Burton, S.
  • The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions
    Grewal, D.; Krishnan, R.; Baker, J.; Borin, N.
  • Image transfer in sports sponsorships: an assessment of moderating effects
    Grohs, R.; Reisinger, H.
  • Sponsorship effects on brand image: the role of exposure and activity involvement
    Grohs, R.; Reisinger, H.
  • Building brand image through event sponsorship: the role of image transfer
    Gwinner, K.P.; Eaton, J.
  • A model of image creation and image transfer in event sponsorship
    Gwinner, K.
  • Partial least squares structural equation modeling (PLS-SEM): an emerging tool in business research
    Hair, J.F.; Sarstedt, M.; Hopkins, L.; Kuppelwieser, V.G.
  • When to use and how to report the results of PLS-SEM
    Hair, J.F.; Risher, J.J.; Sarstedt, M.; Ringle, C.M.
  • Testing measurement invariance of composites using partial least squares
    Henseler, J.; Ringle, C.M.; Sarstedt, M.
  • I support your team, support me in turn!”: the driving role of consumers' affiliation with the sponsored entity in explaining behavioral effects of sport sponsorship leveraging activities
    Herrmann, J.-L.; Kacha, M.; Derbaix, C.
  • A practical and theoretical guide to measurement invariance in aging research
    Horn, J.L.; McArdle, J.J.
  • Average activation-to-fee ratio passes two-to-one mark for first time
  • Perceived quality, emotions, and behavioral intentions: application of an extended Mehrabian–Russell model to restaurants
    Jang, S.; Namkung, Y.
  • The impact of relationship quality on attitude toward a sponsor
    Kim, Y.K.; Ko, Y.J.; James, J.
  • Money talks: perceived advertising expense and expected product quality
    Kirmani, A.; Wright, P.
  • The role of involvement and identification on event quality perceptions and satisfaction: a case of US Taekwondo open
    Ko, Y.J.; Kim, Y.K.; Kim, M.K.; Lee, J.H.
  • Brand verbs: brand synonymity and brand leadership
    Kumar, S.M.; Jayasimha, K.R.
  • Effects of brand exposure time duration and frequency on image transfer in sport sponsorship
    Kwon, H.; Shin, J.E.
  • When do consumers buy online product reviews? Effects of review quality, product type, and reviewer's photo
    Lee, E.-J.; Shin, S.Y.
  • Sport team emotion: conceptualization, scale development and validation
    Lee, S.; Kim, Y.; Heere, B.
  • El análisis factorial exploratorio de los ítems: Una guía práctica, revisada y actualizada
    Lloret-Segura, S.; Ferreres-Traver, A.; Hernández-Baeza, A.; Tomás-Marco, I.
  • Evaluating consumer response associated with sponsorship of major sporting events in Australia
    Lobo, A.; Meyer, D.; Chester, Y.
  • FACTOR: a computer program to fit the exploratory factor analysis model
    Lorenzo-Seva, U.; Ferrando, P.J.
  • Creative analogy as a means of articulating incongruent sponsorships
    Madrigal, R.; King, J.
  • Social identity effects in a belief-attitude-intentions hierarchy: implications for corporate sponsorship
    Madrigal, R.
  • On the generalised distance in statistic
    Mahalanobis, P.C.
  • Sports sponsorship: scientific coverage in academic journals
    Maldonado-Erazo, C.P.; Durán-Sánchez, A.; Álvarez-García, J.; Del Río-Rama, M.
  • Advertisement typicality: a longitudinal experiment: can sponsors transfer the image of a sporting event to their brand?
    Mazodier, M.; Corsi, A.M.; Quester, P.G.
  • New challenges in sponsorship evaluation actors, new media, and the context of praxis
    Meenaghan, T.; McLoughlin, D.; McCormack, A.
  • Current developments and future directions in sponsorship
    Meenaghan, T.
  • An examination of sport fandom in Australia: socialization, team identification, and fan behavior
    Melnick, M.J.; Wann, D.L.
  • Professional basketball fans in China: a comparison of national basketball association and Chinese basketball association team identification
    Menefee, W.C.; Casper, J.M.
  • The influence of consumer's event quality perception on destination image
    Moon, K.S.; May, K.; Ko, Y.J.; Connaughton, D.P.; Lee, J.H.
  • Does ‘Articulation’ matter in sponsorship? The type of articulation and the degree of congruence as determinants of corporate sponsorship effects
    Na, J.; Kim, J.
  • Measuring the effects of event sponsorship: theoretical frameworks and image transfer models
    Novais, M.A.; Arcodia, C.
  • Leveraging sponsorship: the activation ratio
    O'Reilly, N.; Lafrance Horning, D.
  • Explaining and articulating the fit construct in sponsorship
    Olson, E.L.; Thjømøe, H.M.
  • Residents' perception of the negative impacts of a sporting event: scale validation
    Parra Camacho, D.; Alonso-Dos-Santos, M.; Duclos Bastías, D.
  • Barriers to repeat patronage: the impact of spectator constraints
    Pritchard, M.P.; Funk, D.C.; Alexandris, K.
  • Advertising and promotion leverage on arts sponsorship effectiveness
    Quester, P.G.; Thompson, B.
  • SmartPLS 3
    Ringle, C.M.; Wende, S.; Becker, J.-M.
  • Brought to you by brand A and brand B: investigating multiple sponsors' influence in consumers attitudes toward sponsored events
    Ruth, J.; Simonin, B.
  • Partial least squares structural equation modeling (PLS-SEM): a useful tool for family business researchers
    Sarstedt, M.; Ringle, C.M.; Smith, D.; Reams, R.; Hair, J.F.
  • Assessing the measurement invariance of the four-dimensional cultural intelligence scale across countries: a composite model approach
    Schlägel, C.; Sarstedt, M.
  • Internet research using partial least squares structural equation modeling (PLS-SEM)
    Shiau, W.-L.; Sarstedt, M.; Hair, J.F.
  • Achieving marketing objectives through social sponsorships
    Simmons, C.J.; Becker-Olsen, K.L.
  • Sport sponsorship, team support and purchase intentions
    Smith, A.; Graetz, B.; Westerbeek, H.
  • Determinants of sports sponsorship response
    Speed, R.; Thompson, P.
  • The influence of involvement, following sport and fan identification on fan loyalty: an Australian perspective
    Stevens, S.; Rosenberger, P.J.
  • Dimensionality assessment of ordered polytomous items with parallel analysis
    Timmerman, M.E.; Lorenzo-Seva, U.
  • Leveraging sponsorship with corporate social responsibility
    Uhrich, S.; Koenigstorfer, J.; Groeppel-Klein, A.
  • How sponsorships work: the sponsorship engagement model
    Wakefield, K.L.
  • Service quality, perceived value, corporate image, and customer loyalty in the context of varying levels of switching costs
    Wang, C.-Y.
  • Leveraging sponsorships on the Internet: activation, congruence, and articulation
    Weeks, C.; Cornwell, B.
  • Leveraging sponsorships on the Internet: activation, congruence, and articulation
    Weeks, C.; Cornwell, B.; Drennan, J.C.
  • Inferring corporate motives: how deal characteristics shape sponsorship perceptions
    Woisetschläger, D.M.; Backhaus, C.; Cornwell, T.B.
  • Conceptualization and measurement of fan engagement: empirical evidence from a professional sport context
    Yoshida, M.; Gordon, B.; Nakazawa, M.; Biscaia, R.