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- The influence of cultural events organized by hotels in the selection of the establishmentPublication . Correia, Pedro Pereira; Freitas, Bruno AbreuThe aim of the research was to provide theoretical and empirical data on the weight that cultural events organized by hotels have in the selection of the establishment. A qualitative exploratory methodology focused on a single point in time and in a non-artificial scenario was adopted. The elements of the investigation were the individual and the organization and the sampling method was the voluntary and non-probabilistic. The data collection was performed through face-to-face interviews with questionnaires serving as guides. Although the cultural events organized by hotels did not appear as a selection factor of the establishments, these events were attended by a considerable percentage of clients, who were influenced by marketing communications located inside the establishments. The study was limited by the data collection period, by the authors' lack of consensus on the subject and little research on the topic.
- How sponsors should bring relevant-added value to esportsPublication . Freitas, Bruno Duarte Abreu; Contreras-Espinosa, Ruth Sofia; Correia, Pedro Álvaro PereiraThis paper aimed to determine what types of relevant-added value esports fans most want sponsors to bring to them and to the competitive gaming industry. A review of the literature permitted the development of a conceptual model which was subsequently improved by analysing empirical data. A quantitative exploratory research was conducted on 1,359 esports fans who were sampled through a non-probability purposive heterogeneous method. Data was collected through a closed-ended online structured survey. The data showed that two of the three most wanted means for bringing relevant added value are by directly helping the esports industry rather than focusing on the fans. Specifically, supporting the tournaments and pro-players and promoting good practice and integrity were highly valued. Most brands are still unaware of how to conduct effective esports sponsorships. By being one of the first studies in this area, this research provides brands with useful guidelines for developing sustainable esports sponsorships.
- Sponsoring esports to improve brand imagePublication . Freitas, Bruno Duarte Abreu; Contreras-Espinosa, Ruth Sofia; Correia, Pedro Álvaro PereiraThis research aimed to identify how esports sponsorships affect the sponsors’ brand image. An exploratory focus was adopted along with a convergent-parallel mixed method with equal status. Twenty-two experts in esports sponsorships were interviewed and 5,638 esports fans were surveyed. Quantitative data was processed on SPSS 25 and qualitative data on NVivo 10. The two data sets were analysed separately from one another, but the results were interpreted together and given the same level of importance. The results showed that all experts believe that sponsoring esports can positively affect the sponsors’ brand image and roughly one-third of fans perceive more positively a small number of brands as a result of them sponsoring esports. This image improvement is, however, dependent on multiple variables, including activation strategy, brand type, and target audience. The findings are relevant for academics and companies looking to better understand the brand image effects of sponsoring esports.
- Esports Sponsorships: The Double-Edged Sword Effect of Having a Very Vocal AudiencePublication . Freitas, Bruno Duarte Abreu; Contreras-Espinosa, Ruth S.; Correia, Pedro Álvaro PereiraEsports fans have been known for being heavy consumers of compet itive gaming content and for being digital natives who love to comment about esports on numerous social platforms. This has attracted various sponsors inter ested in capitalizing in this social buzz. However, there have been signs that this high vocality can in fact heavily damage several sponsors. Hence, this research aimed to determine if esports fans’ high vocality is a benefit and/or a risk to these sponsors. To achieve this, we adopted a qualitative exploratory design to interview, via digital platforms, 10 esports sponsorship experts. In total, we in terviewed two endemic and three non-endemic esports sponsors and five mar keting agencies with experience in esports sponsorships. They were sampled via a nonprobability purposive heterogeneous method and were reached via the companies’ website contact sections. Data were analyzed with the assistance of NVivo 10. The overall results showed that all experts agreed that this high vo cality can both benefit and damage esports sponsors. The uniformity in the an swers showed that this element is not a greater benefit or risk to a particular type of esports sponsor. Ergo we considered that the high vocality of esports fans is a double-edged sword. This study is necessary because, despite esports’ massive growth, this field has received scant scientific attention, with the spe cific areas of esports marketing and esports sponsorships being even more se verely overlooked. Besides, from a business standpoint, the findings are highly significant for every sponsor looking to better comprehend esports and its fan base
- How the digital age has changed the corporate communication world: the case of digital marketing in the fashion businessPublication . Garcia Medina, Irene; Correia, Pedro Álvaro Pereira; Alberola Amores, LeonorDigital Marketing have revolutionized the way companies communicate and interact with their publics, in particularly in the Fashion Business. The use of digital communication on a daily is increasingly intense, which leads companies to work the digital business strategy around the objectives, as well as incorporating digital methods into the objectives. According to Hamel, “The advantage of the competitiveness comes from a technological introduction and the constant adaptation along the time to the technological evolution inserted in the strategy of the organization”. So, this research is a qualitative analysis to understand what are the digital factors that contribute to sustainable competitive advantages of organizations which can support strategic and future actions.
- A Model of the Threats that Disreputable Behavior Present to Esports SponsorsPublication . Freitas, Bruno Duarte Abreu; Contreras-Espinosa, Ruth Sofia; Correia, Pedro Álvaro PereiraBoth esports sponsors and academia are not aware of how disreputable behavior in the esports scene can negatively affect their brands. Hence, this research aimed at identifying which types of disreputable behavior in competitive gaming present the biggest threats to esports sponsors. In this quantitative and exploratory research, a non probability, purposive, and heterogeneous sampling method was employed to gather a sample of 1,592 esports fans who filled a closed-ended online survey. Results showed that illegal and unregulated gambling was a high-risk threat to esports sponsors; toxic behavior, match-fixing, and cheating were labeled as medium-risk threats; and sexism, cyberattacks, and doping were found to be low-risk threats. Besides being one of the first studies on esports sponsorships, which serves as a basis for future research in this market, the findings contribute to the sustainability of the esports industry and its sponsors. Managerial implications are also discussed.
- How society’s negative view of videogames can discourage brands from sponsoring eSportsPublication . Freitas, Bruno Duarte Abreu; Contreras-Espinosa, Ruth Sofia; Correia, Pedro Álvaro PereiraThe purpose of this research was to identify the main motives that contribute to society’s negative view of videogames and that present a risk to the eSports sponsors’ image. To achieve this, an exploratory, qualitative, and integrative literature review was conducted. According to the theoretical data, there are four main reasons why society has a negative perception of videogames. It is commonly believed that: (1) gaming is an unproductive activity, (2) violent videogames incite aggressive behaviors, (3) videogames lead to gaming-addiction, and (4) eSports lead to eSports-related gambling addiction. However, while the literature presents convincing evidence that gaming can create addiction and that eSports can promote gambling addiction, there is no conclusive evidence to assume that violent videogames lead to aggressiveness and there is evidence showing that playing videogames can be a productive activity. Nevertheless, these four beliefs are a threat to the eSports sponsors’ image and may lead them to cancel their existing sponsorships or lead other brands to not want to sponsor eSports to prevent being associated with these negative notions. This research will help expand the minor literature on eSports sponsorships and advance the knowledge of why some eSports sponsorships are terminated and why some brands may be reluctant to sponsor eSports.
- Taiwanese` consumer perceptions and intentions towards sustainable fashionPublication . Medina, Irene; Correia, PedroThis study aimed to investigate how Taiwanese’ consumer perceptions and purchase intentions towards sustainable fashion apparel guided marketing strategies of sustainability. The main objective was to analyze Taiwanese’ knowledge and concern of sustainability issues identifying Taiwanese consumer’s perceptions towards sustainable fashion apparel. Also, the key elements affecting consumer’s purchase intentions were researched to understand and formulate a marketing strategy of sustainability for companies to deploy apparel market in Taiwan. This study has confirmed the influence of knowledge, environmental concern, product-related characteristics and social influence on Taiwanese consumers’ purchase intentions towards sustainable apparel.
- Os benefícios, riscos e estratégias do patrocínio de eSportsPublication . Freitas, Bruno Abreu; Contreras-Espinosa, Ruth S.; Correia, Pedro PereiraThis research aims to identify the strategies and effects of eSports sponsorships. A mixed method exploratory methodology will be adopted, focusing on cross sectional studies and a non-artificial scenario. The three samples, audience and sponsors of eSports and general gaming community, will be enquired through questionnaires, with a voluntary and non-probabilistic sampling method. The literature has shown that brands have created sponsorships tailored to fans’ interests in order to benefit from improved brand image and awareness and high ROI. To avoid the threats of a young industry, sponsors have been studying the market and seeking to establish a legal framework and anti-corruption measures. This research looks to expand the small literature on eSports sponsoring and present relevant new data for sponsors.