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Publicação
Sponsoring esports to improve brand image
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Orientador(es)
Resumo(s)
This 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.
Descrição
Palavras-chave
Esports Sponsorship Brand image Marketing Branding . Faculdade de Ciências Sociais
Contexto Educativo
Citação
Freitas, B. D. A., Contreras-Espinosa, R. S., & Correia, P. Á. P. (2020). Sponsoring esports to improve brand image. Scientific annals of economics and business, 67(4), 495-515.
Editora
Alexandru Ioan Cuza University Press