Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/26477
Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: Sponsorship of the 2016 Rio Olympic Games: An empirical examination of the reactions to local sponsors and rival brands
Author(s): Biscaia, Rui
Rocha, Claudio M
Keywords: Local Sponsors
Rival Brands
Sponsorship Effectiveness
Sport Events
Olympic Games
Issue Date: 30-Sep-2018
Citation: Biscaia R & Rocha CM (2018) Sponsorship of the 2016 Rio Olympic Games: An empirical examination of the reactions to local sponsors and rival brands. Sport Marketing Quarterly, 27 (3), pp. 180-196. http://fitpublishing.com/articles/sponsorship-2016-rio-olympic-games-empirical-examination-reactions-local-sponsors-and-rival
Abstract: This study examines awareness, congruence, attitudes and purchase intentions of three local sponsors of the 2016 Rio Olympic Games and their strongest rival brands, and tests the relationships among congruence, attitudes and purchase intentions of both actual sponsors and their rivals. Data were collected through an online questionnaire (n = 621). Results indicated that awareness was significantly higher for only one of the sponsors. Neither congruence nor attitude toward the brand was higher for local sponsors when compared to their rival brands. Purchase intentions were significantly lower for local sponsors. Attitude toward the brand was significantly related to purchase intentions for all local sponsors and their rival brands. These findings suggest the need for local sponsors to engage in leveraging activities and to partner with the host to explain their role in the event's success. This study also draws attention to the importance for brands to carefully select the events to invest.
URL: http://fitpublishing.com/articles/sponsorship-2016-rio-olympic-games-empirical-examination-reactions-local-sponsors-and-rival
Rights: Please cite article as: Biscaia R & Rocha CM (2018) Sponsorship of the 2016 Rio Olympic Games: An empirical examination of the reactions to local sponsors and rival brands. Sport Marketing Quarterly, 27 (3), pp. 180-196. Article is avaialbel from publisher at: http://fitpublishing.com/articles/sponsorship-2016-rio-olympic-games-empirical-examination-reactions-local-sponsors-and-rival.

Files in This Item:
File Description SizeFormat 
BiscaiaRochaFIT2018.pdfFulltext - Published Version319.98 kBAdobe PDFView/Open
SMQ_Biscaia.Rocha.ms19_Main document file_dez.17_FINAL_v2_toRMS.pdfFulltext - Accepted Version461.39 kBAdobe PDFUnder Embargo until 3000-09-30    Request a copy



This item is protected by original copyright



Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.

If you believe that any material held in STORRE infringes copyright, please contact library@stir.ac.uk providing details and we will remove the Work from public display in STORRE and investigate your claim.