Browsing by Author "Krisper, Felix"
Now showing 1 - 1 of 1
Results Per Page
Sort Options
- Jersey sponsorship effects on the brand image of the sponsored soccer clubPublication . Krisper, Felix; Romeiro, PauloThe aim of this thesis is to examine the influence of soccer jersey sponsorship on the brand image of the sponsored clubs, with a focus on fan engagement and team identification. Quantitative research with a 2x3 experimental design was implemented. Six stimuli with jerseys from FC Barcelona and Real Madrid under three different sponsorship conditions were used: UNICEF, Qatar Airways and without any sponsor. Data from 288 participants was collected through an online survey and analyzed using validated scales of fan engagement, team identification and brand image of the sponsored club. The results indicated that fan engagement significantly influenced the relationship between jersey sponsorship and the sponsored club's brand image, highlighting its important role in promoting a positive brand perception of the club. The initially assumed moderating effects of team identification on the relationships between jersey sponsorship, fan engagement and the club's brand image were not confirmed. This suggests that other factors (contextual or cultural factors) may play a role. The results of further analyses emphasize the influence of interest in soccer, demographics, and team identification level on spending behavior and the perception of sponsorship. With its findings, this study contributes to the existing literature by providing a differentiated understanding of the interplay between fan engagement, sponsorship, and the sponsored club's brand image. Furthermore, the results provide valuable insights for clubs and sponsors. It is recommended that fan engagement-driven strategies and sponsor-club congruence are prioritized to increase the effectiveness of sponsorship. Limitations and opportunities for future research are also discussed.