Sponsorship and its influence on attitude towards the brand and purchase intention
Nike and Portuguese Soccer Team case study
DOI:
https://doi.org/10.4000/cp.688Keywords:
attitude, fit, involvement, purchase intention, sport sponsorshipAbstract
The aim of our research is to verify whether the sponsorship relationship between Nike and Portuguese National Soccer Team influences brand attitude towards Nike and its purchase intention or not. Therefore, a conceptual model was developed based on a literature review and on Martensen’s (2007). This study employed a descriptive design involving the collection of quantitative data through an online questionnaire. In order to confirm the model proposed two statistic techniques were used: Factor Analysis and Structural Equation Modeling (SEM).
As a main result we can highlight the positive influence of sponsorship on brand attitude. The conclusions of this research can give directions for how a sponsorship relation can create or improve brand attitude and buying intentions.
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