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The purpose of this article is to analyze how autonomous and controlled motivations influence the formation of patronage intention (PI) of innovative green products. Additionally, the role of positive affect (PA) in these causal relationships is analyzed, as is the moderating role of social norms (SN).

Data were collected through an online self-administered questionnaire. The paper reports the results of a quantitative study based on a sample of 338 people of 24 years old or older, with different levels of education and motivations in terms of acting in favor of the environment. To ensure the reliability and validity of the constructs, an exploratory and confirmatory factor analysis (CFA) was used. To test the proposed research model, the methodology of structural equations was used.

The results indicate that autonomous motivations (AMs) contribute positively to the formation of patronage intention toward innovative green products, while controlled motivations (CMs) influence negatively. Additionally, it was observed that PA fulfills a relative role in the formation of patronage intention and that SN act as moderators of these causal relationships.

These findings serve as a base for companies to identify those segments of consumers that are motivated autonomously by care for the environment and thus to design effective strategies to achieve their patronage intention.

Considering the relevance of the consumption of green products, as well as how companies can achieve the patronage intention of the consumer, this study shows a high level of originality in the sense that it analyses the role of motivations and PA in the formation of patronage intention of green products, especially when these are perceived as innovative.

El propósito de este artículo es analizar cómo las motivaciones autónomas y controladas influyen en la formación del patronage intention of innovative green products. Además, se analiza el papel que cumple el positive affect en estas relaciones causales y el rol moderador de las social norms.

Los datos se recopilaron a través de un cuestionario auto administrado en línea. La investigación reporta los resultados de un estudio cuantitativo basado en una muestra de 338 personas de 24 años o más, con diferentes niveles de educación y con diferentes motivaciones en cuanto a actuar a favor del medio ambiente. Para asegurar la confiabilidad y validez de los constructos, se utilizó un análisis factorial exploratorio y confirmatorio. Para probar el modelo de investigación propuesto se utilizó la metodología de ecuaciones estructurales.

Los resultados indican que las motivaciones autónomas contribuyen positivamente sobre la formación del patronage intention hacia innovative green products, mientras que las controladas influyen negativamente. También se observó que el positive affect cumple un rol relativo en la formación del patronage intention y que las social norms lo hacen como moderadoras de estas relaciones causales.

Estos hallazgos sirven de base para que las empresas puedan identificar a aquellos segmentos de consumidores motivados autónomamente por el cuidado del medio ambiente y diseñar estrategias efectivas para lograr su patronage intention.

Considerando la relevancia que tiene tanto el consumo de productos verdes, así como que las empresas logren el patronage intention del consumidor, el presente estudio muestra un alto nivel de originalidad, en el sentido que analiza el papel que cumplen las motivaciones y el positive affect, en la formación del patronage intention de productos verdes, especialmente cuando estos se perciben como innovadores.

This study explores the effect of video assistant referee (VAR) sponsorship on spectator response and compares it with advertising and conventional sponsorship.

An experiment with 809 subjects is conducted by analyzing 20 one-minute video clip stimuli from a Premier League soccer game divided into four formats: two formats of VAR sponsorship, advertising, and conventional sponsorship.

The results show that the indicators of recall, credibility, and perceived congruence improve when the VAR sponsorship format is used.

This is the first manuscript to examine the effectiveness of a new type of sponsorship: VAR sponsorship. This manuscript provides metrics that will guide practitioners on whether to use this type of sponsorship.

The academic literature debates the desirability of sponsoring alcohol products at sporting events, a discussion that increases as major sporting events approach. This study aims to examine the influence that sponsorship of an alcoholic product such as beer has on the sports spectator, and the level of efficacy with respect to congruent, alcohol, and incongruent sponsorship.

The experiment was performed on 180 subjects considering three variables 3 × 3 × 2 (congruency type vs alcohol; sport discipline; placement). The experiment consisted of exposure to sponsored sports posters. Visual attention was recorded through eye tracking and then a self-reported questionnaire.

Through an experiment using eye tracking the results showed that the recall variable is higher among alcohol sponsorships and incongruent sponsorship, but it cannot be concluded either that the intention to buy or the attitude toward the brand differ among the sponsorships analyzed.

Alcohol brand is perceived as an incongruous brand in the context of sports sponsorship. Congruent sponsors attract more attention and recall, but no differences in terms of intention to buy. If purchase intent and consumption does not increase, perhaps sports sponsorship by alcohol brands should be reconsidered.

This research makes at least three relevant contributions to the scientific literature. (1) It examines the response to sponsorship in the media of the sports poster. (2) It analyses the consumer's response using neurophysiological means and provides new indicators in this area and (3) It compares performance indicators such as purchase intent, recall and brand attitude for alcoholic and non-alcoholic brand sponsors. These contributions could introduce new information about sponsorship performance.

Studies on customer satisfaction and loyalty have focused on brand rather than product. It is not that brand is not important, but the process of loving a brand starts with a product. Customers appreciate products by themselves, independent of the brand, as shown in their pursuit of satisfaction and development of loyalty. Such appreciation seems to be prominent regarding innovative products when compared to traditional products. This paper aims to investigate this issue and provide a product‐brand typology.

The paper takes the form of empirical research on a partial application of the typology.

Results show that the relationship satisfaction‐loyalty is significantly present when evaluating products alone albeit a weaker presence than when evaluating brand alone. Such unequal presence is corroborated in both traditional (bottled wine) and innovative (electronic) products even though it is much stronger in innovative products. The relationship satisfaction‐loyalty is also present when evaluating product and brand combined, indicating that there is an intermediate position between product and brand. In contrast, the literature treats brand and product‐brand as being in the same category thereby diminishing the importance of a useful difference between brand and product‐brand.

There are practical consequences of applying the typology and examining the findings. The relationship satisfaction‐loyalty starts with the product, includes the product‐brand, and culminates with the brand. This process is significantly more important regarding innovative products, such as electronics, as compared to traditional products such as wine.

This study introduces a typology underscoring the pursuit of satisfaction and development of loyalty in three conditions of product presence versus brand presence, that is, product alone, brand alone, and product and brand combined.