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A Model of the Threats that Disreputable Behavior Present to Esports Sponsors

2021Journal article Open access
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dc.contributor.authorFreitas, Bruno Duarte Abreu
dc.contributor.authorContreras-Espinosa, Ruth Sofia
dc.contributor.authorCorreia, Pedro Álvaro Pereira
dc.date.accessioned2023-05-31T11:01:24Z
dc.date.available2023-05-31T11:01:24Z
dc.date.issued2021
dc.description.abstractBoth 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.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationFreitas, B., Contreras-Espinosa, R., & Correia, P. (2021). A Model of the Threats that Disreputable Behavior Present to Esports Sponsors. Contemporary Management Research, 17(1), 27-64. https://doi.org/10.7903/cmr.20779pt_PT
dc.identifier.doi10.7903/cmr.20779pt_PT
dc.identifier.urihttp://hdl.handle.net/10400.13/5208
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherGraduate Institute of Information Management, College of Business, NTPUpt_PT
dc.relationThe opportunities, threats, and strategies of eSports sponsorships
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectEsportspt_PT
dc.subjectSponsorshippt_PT
dc.subjectDisreputable behaviorpt_PT
dc.subjectMarketingpt_PT
dc.subjectMarket analysispt_PT
dc.subject.pt_PT
dc.subjectEscola Superior de Tecnologias e Gestãopt_PT
dc.subjectFaculdade de Ciências Sociaispt_PT
dc.titleA Model of the Threats that Disreputable Behavior Present to Esports Sponsorspt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.awardTitleThe opportunities, threats, and strategies of eSports sponsorships
oaire.awardURIinfo:eu-repo/grantAgreement/FCT//SFRH%2FBD%2F143227%2F2019/PT
oaire.citation.endPage64pt_PT
oaire.citation.issue1pt_PT
oaire.citation.startPage27pt_PT
oaire.citation.titleContemporary Management Researchpt_PT
oaire.citation.volume17pt_PT
person.familyNameAbreu Freitas
person.familyNameContreras-Espinosa
person.familyNameCorreia
person.givenNameBruno Duarte
person.givenNameRuth Sofia
person.givenNamePedro
person.identifier.ciencia-idDC19-0813-F31F
person.identifier.ciencia-id811A-FB6C-6BE1
person.identifier.orcid0000-0002-1480-0338
person.identifier.orcid0000-0002-9699-9087
person.identifier.orcid0000-0003-3886-2530
person.identifier.ridP-1788-2017
person.identifier.ridF-5858-2012
person.identifier.scopus-author-id49862856300
person.identifier.scopus-author-id56432467900
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication0666c71b-777d-4ed5-867b-82002121aa01
relation.isAuthorOfPublication34a5c710-17a3-4fe5-9303-c4a741252cd8
relation.isAuthorOfPublication930138d5-660f-4471-9841-f9219f624ddc
relation.isAuthorOfPublication.latestForDiscovery34a5c710-17a3-4fe5-9303-c4a741252cd8
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