Article
The influence of patriotism and fans’ fulfilment of sponsorship activation in the sponsor’s image transfer process
La influencia del patriotismo y el cumplimiento por parte de los aficionados de la activación del patrocinio en el proceso de transferencia de imagen del patrocinador
Registro en:
Sport in Society 2020, VOL. 23, NO. 2, 280–295
1743-0437
Autor
Dos Santos, Manuel Alonso
Velasco Vizcaíno, Franklin
Pérez Campos, Carlos
Resumen
In the context of international sports tournaments, fans’ feelings of
patriotism and fans’ acquisition of knowledge from social media seem
to be decisive factors in determining sponsorship success. We explore
how both factors influence fans’ intentions to purchase sponsors’ products. This study is based in survey data collected from fans during the
FIFA 2018 World Cup. Findings from this study contribute to the literature in three ways. First, we find evidence that patriotism has a positive
effect on fans’ attitudes and behaviours toward sponsors. Second, we
operationalize fans’ fulfilment of sponsorship activation, as a fan’s
engagement response to a sponsor’s social media marketing communications, to reveal if it has positive effects on attitudes and behaviours
toward sponsors. Third, we discuss several aspects that sponsors might
want to consider when deciding to sponsor major sporting events, they
can adjust their marketing strategy to generate stronger revenues from
product sales.