Examining the Impact of Publicity and Event-sponsor Fit in eSport Sponsorship: A Moderated Mediation Analysis of Image Transfer Effect
1
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
Despite criticism of eSports for issues such as violence and discrimination, there is limited understanding of how negative publicity surrounding eSports events impacts the event sponsors. Building upon the image transfer model (Gwinner & Eaton, 1999), this study investigates how event publicity influences the purchasing intention of a sponsor's product through two serial mediators: attitude toward the event and attitude toward the sponsor, within the context of eSports sponsorship. Additionally, we examine whether the fit between the event and the sponsor moderates this serial mediation model. The study involves a total of 209 subjects who were randomly assigned to a 2 (valence of publicity: positive vs. negative) × 2 (event-sponsor fit: high vs. low) between-subjects experimental design. The results of the moderated mediation analysis revealed that the valence of publicity significantly influenced purchase intention through attitude toward the event and the sponsor. The event-sponsor fit significantly moderated the mediation relationship such that the effect of publicity on purchase intention is stronger when a high-fit corporate sponsor is associated with the event compared to a low-fit corporate sponsor. This article provides several important theoretical and practical implications.
Abstract
Despite criticism of eSports for issues such as violence and discrimination, there is limited understanding of how negative publicity surrounding eSports events impacts the event sponsors. Building upon the image transfer model (Gwinner & Eaton, 1999), this study investigates how event publicity influences the purchasing intention of a sponsor's product through two serial mediators: attitude toward the event and attitude toward the sponsor, within the context of eSports sponsorship. Additionally, we examine whether the fit between the event and the sponsor moderates this serial mediation model. The study involves a total of 209 subjects who were randomly assigned to a 2 (valence of publicity: positive vs. negative) × 2 (event-sponsor fit: high vs. low) between-subjects experimental design. The results of the moderated mediation analysis revealed that the valence of publicity significantly influenced purchase intention through attitude toward the event and the sponsor. The event-sponsor fit significantly moderated the mediation relationship such that the effect of publicity on purchase intention is stronger when a high-fit corporate sponsor is associated with the event compared to a low-fit corporate sponsor. This article provides several important theoretical and practical implications.
참고문헌 (22)
- Campbell, M. C., "A risk of meaning transfer : Are negative associations more likely to transfer than positive associations?", Social Influence, 7(3), pp.172~192 (2012)
- Chang, Y., "When infamy becomes fame : The positive side of negative athlete publicity", Journal of Sport Management, 32(4), pp.401~411 (2018)
- Chien, P. M., "Sport scandal and sponsorship decisions : Team identification matters", Journal of Sport Management, 30(5), pp.490~505 (2016)
- Cuesta-Valiño, P., "Sponsorship image and value creation in E-sports", Journal of Business Research, 145, pp.198~209 (2022)
- Dean, D. H., "Consumer reaction to negative publicity : Effects of corporate reputation, response, and responsibility for a crisis event", The Journal of Business Communication, 41(2), pp.192~211 (2004)
- Doyle, J. P., "The effect of familiarity on associated sponsor and event brand attitudes following negative celebrity endorser publicity", Sport Management Review, 17(3), pp.310~323 (2014)
- Funk, D. C., "Sport publicity : Commitment's moderation of message effects", Journal of Business Research, 59(5), pp.613~621 (2006)
- Gwinner, K. P., "Building brand image through event sponsorship : The role of image transfer", Journal of Advertising, 28(4), pp.47~57 (1999)
- Gwinner, K. P., "Image transfer in corporate event sponsorship : Assessing the impact of team identification and event-sponsor fit", International Journal of Management and Marketing Research, 2(1), pp.1~15 (2009)
- Ito, T. A., "Negative information weighs more heavily on the brain : the negativity bias in evaluative categorizations", Journal of Personality and Social psychology, 75(4), pp.887~900 (1998)
- Koo, G. Y., "Effect of perceived sport event and sponsor image fit on consumers' cognition, affect, and behavioral intentions", Sport Marketing Quarterly, 15(2), pp.80~90 (2006)
- Krosnick, J. A., "Attitude strength : One construct or many related constructs?", Journal of Personality and Social Psychology, 65(6), pp.1132~1151 (1993)
- Kwon, E., "Brand image congruence through sponsorship of sporting events : A reinquiry of Gwinner and Eaton(1999)", Journal of Advertising, 45(1), pp.130~138 (2016)
- Lacey, R., "The pivotal roles of product knowledge and corporate social responsibility in event sponsorship effectiveness", Journal of Business Research, 63(11), pp.1222~1228 (2010)
- McDaniel, S. R., "An investigation of match-up effects in sport sponsorship advertising : The implications of consumer advertising schemas", Psychology & Marketing, 16(2), pp.163~184 (1999)
- Messner, M., "Effects of strategic exiting from sponsorship after negative event publicity", Psychology & Marketing, 29(4), pp.240~256 (2012)
- Min, J. H. J., "The effects of celebrity-brand congruence and publicity on consumer attitudes and buying behavior", Fashion and Textiles, 6, pp.1~19 (2019)
- Murray, D., "When sports stars go off the rails : how gender and involvement influence the negative publicity of sport endorsers", International Journal of Business Research, 12(2), pp.84~93 (2012)
- Read, G. L., "Publicity about athlete endorsers affects responses to Ads via motivational activation", Sport Marketing Quarterly, 31(2), pp.101~112 (2022)
- Till, B. D., "Endorsers in advertising : The case of negative celebrity information", Journal of Advertising, 27(1), pp.67~82 (1998)
- Yi, Y., "Cognitive and affective priming effects of the context for print advertisements", Journal of Advertising, 19(2), pp.40~48 (1990)
- Yoon, S. W., "The role of negative publicity in consumer evaluations of sports stars and their sponsors", Journal of Consumer Behaviour, 16(4), pp.332~342 (2017)