O patrocínio esportivo como potencial impulsionador do brand equity geral: o impacto do envolvimento do torcedor, da congruência e do engajamento na performance incremental da imagem da marca

• Ano de defesa: 2017
• Autor(a) principal: Sandra Regina Pereira Alves
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal de Minas Gerais; Brasil; FACE - FACULDADE DE CIENCIAS ECONOMICAS; Programa de Pós-Graduação em Administração; UFMG
• Palavras-chave em Português: Marca; Patrocínio esportivo; Congruência; Envolvimento do torcedor; Engajamento com a marca; Brand equity
• Link de acesso: http://hdl.handle.net/1843/77812

Brazil has received significant attention from the rest of the world with regard to sport. However, despite the great sporting potential, the country still presents a small academic production on sports marketing. Sponsorship of teams and sporting events has become an increasingly popular form of corporate and brand communication. This research looked for evidences in the relation of sport sponsorship as potential driver of the overall brand equity. The research questions were deployed in eight substantive assumptions that included verifying the impact of fan involvement, team and sponsor congruence, and consumer brand engagement in incremental brand image performance and overall brand equity. One of the contributions of this study was to advance the possible changes that sponsorship can generate in the brand image for the fans regarding the sponsoring brands after the beginning of the sponsorship when compared to the previous perceptions. To do so, a new scale was created to measure the "incremental brand image performance" after a sponsorship activity. A survey was carried out and a non-probabilistic sample was collected, consisting of fans of the first 22 soccer teams in the national ranking of CBF clubs. A total of 545 valid questionnaires were collected. For the analysis of the data, we performed the Exploratory Factor Analysis and Confirmatory Factor Analysis, and the reliability and convergent and discriminant validity of the constructs were verified. To test the substantive hypotheses, the Structural Equation Modeling technique was used. The empirical results demonstrated that the proposed conceptual model explained a large part of the general variability of the data 52,88%, confirming 6 of the 8 hypotheses raised. This study represents the first investigation of the relationships between these variables that play a fundamental role in sports marketing and the search for sponsorship effectiveness.