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Percorrer por autor "Linde , Maria Alejandra Diaz"

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  • Breaking the cycle : leveraging strategic sponsorships to enhance brand equity in the Frauen-Bundesliga
    Publication . Linde , Maria Alejandra Diaz; Romeiro, Paulo
    The thesis investigates sponsorship methods that boost brand value in women's football through the Frauen-Bundesliga league. The growing commercial investment in women's football has not been matched by sufficient research about how sponsorship activities influence both brand perceptions of sponsors (Customer-Based Brand Equity, CBBE) and league perceptions (Spectator-Based Brand Equity, SBBE). A conceptual model is presented, incorporating activation type, fan engagement, and brand value congruence (BVC) as key drivers. A mixed-methods design was used in an experimental survey (N = 81) to test four activation types: title sponsorship, cause-related initiative, official partnership, and influencer collaboration. These were tested against a control group. Semi-structured interviews with stakeholders (DFB, agencies, and sponsors) provided qualitative context. Quantitative results showed no significant direct effects of activation type on brand equity (H1) or fan engagement (H3). However, influencer collaborations and cause-related initiatives showed positive directional trends. Fan engagement was found to be significantly associated with SBBE, offering partial support for H2. BVC demonstrated a consistent ability to predict fan engagement; however, it did not moderate the effect of activation type (H4). The PROCESS Macro Models 4 and 5 confirmed that fan engagement mediated the relationship between activation type and SBBE, but not CBBE. The qualitative findings highlighted authenticity, emotional storytelling, and value alignment as critical success factors. The results indicate that the quality of activation, rather than the format, is a critical factor in achieving effectiveness. Emotional resonance and digital engagement emerged as pivotal in fostering brand equity.
    2025-06-26Dissertação de mestrado Acesso aberto Ver mais