Search results

1 – 2 of 2
Article
Publication date: 21 July 2023

Jaskirat Singh Rai, Heetae Cho, Anish Yousaf and Maher N. Itani

It is not possible for every fan of a sport to watch matches at stadiums because of the capacity and location constraints. Furthermore, although sport fans could not physically…

Abstract

Purpose

It is not possible for every fan of a sport to watch matches at stadiums because of the capacity and location constraints. Furthermore, although sport fans could not physically attend sporting events during the COVID-19 pandemic, corporations still showed interest in sponsoring such events. To better understand this phenomenon, this study examined the effects of fans' event involvement on event reputation, event commercialization, corporate brand credibility, corporate brand image and purchase intentions of the corporate sponsor brand.

Design/methodology/approach

A total of 646 responses were collected from fans of Indian Premier League teams. Confirmatory factor analysis and covariance-based structural equation modelling analyses were conducted on the collected data.

Findings

Results showed that fans' involvement in televised sporting events had a positive influence on the events' reputation, which, in turn, had a significant impact on their corporate brand credibility and image. Furthermore, the corporate brand credibility and image had a positive impact on the fans' purchasing decisions.

Originality/value

This study provides valuable implications for marketing managers aiming to enhance their understanding of the impact of event sponsorship on corporate brands. In addition, the findings provide insight into how to support the development of effective sponsorship strategies in the future. The results suggest that sponsoring companies should consider maintaining the credibility and image of their brands to achieve the desired outcomes from sponsoring such sporting events.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 36 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 9 February 2024

Heetae Yang, Yeram Cho and Sang-Yeal Han

This study develops a comprehensive research model and investigates the significant factors affecting positive marketing outcomes in the Metaverse through perceived social…

Abstract

Purpose

This study develops a comprehensive research model and investigates the significant factors affecting positive marketing outcomes in the Metaverse through perceived social benefits and trust.

Design/methodology/approach

The authors propose a new research model based on social exchange theory (SET) and examine the impact of cost and reward factors. Using 327 survey samples collected from current Metaverse users in South Korea, dual-stage analysis using Partial Least Squares Structural Equation Modeling (PLS-SEM) and an artificial neural network (ANN) were employed to test the study’s hypotheses.

Findings

The results showed that perceived social benefit and trust had significant mediating effects on marketing outcomes, such as loyalty to the seller, product/service attitude, and purchase intention. All antecedents, except perceived performance risk, had a crucial impact on the two mediators. The most interesting finding of this study is the positive influence of knowledge-seeking efforts on perceived social benefits.

Originality/value

This study is the first empirical research to examine the effectiveness of marketing in the Metaverse. It also proposes a new theoretical model based on SET to investigate users’ behavioral intentions regarding marketing in the Metaverse, and confirms its explanatory power. Moreover, the results of this study also offer suggestions to brands on how to market to consumers in the Metaverse.

Details

Kybernetes, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0368-492X

Keywords

1 – 2 of 2