Saved in:
| Main Author: | |
|---|---|
| Format: | Artículo científico |
| Language: | en |
| Published: |
Universidade Nove de Julho
2019
|
| Subjects: | |
| Online Access: | https://www.redalyc.org/articulo.oa?id=471767357004 https://www.redalyc.org/journal/4717/471767357004/ https://www.redalyc.org/journal/4717/471767357004/html/ https://www.redalyc.org/journal/4717/471767357004/471767357004.epub https://www.redalyc.org/journal/4717/471767357004/movil |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
Table of Contents:
- Changing negative attitudes through sport sponsorship: a gender perspective in Brazil Carlos Eugenio Zardini Filho Administración y Contabilidad Gender Attitude Sports sponsorship Objective: This study assesses if sports sponsorship can change a negative attitude towards a brand, investigating the influence on consumption intentions and differences in terms of gender. Method: An online questionnaire was structured based on a repeated measure design and sent to Brazilians. The instrument was segmented in different scenarios, whose first one brought negative information about a sponsoring fictitious brand. After selecting only participants who had developed negative attitudes in the first context, new sports sponsorship scenarios were shown to them, having their attitudes and consumption intentions measured after each scenario. The second scenario associated the brand with sponsorships to football, having the third one also related to football, but focusing on a community perspective. The last context approached volleyball, contextualizing the sponsorship in an Olympic/Paralympic frame Relevance: Authors have been defending that the impact of sports sponsorships on attitudes is an important gap to be more investigated, where a lack of similar studies is clear. Results: In terms of gender, the football scenarios had a bigger influence on the male group, however, the Olympic/Paralympic frame was more efficient in women. In particular, Scenario 3 showed the highest capacity of changing negative evaluations of attitude and consumption intentions. Contribution: In general, it was demonstrated that sports sponsorship can change (minimize) a negative attitude towards a sponsor, with a subsequent positive impact on purchase intentions. 2019 artículo científico 2177-5184 https://www.redalyc.org/articulo.oa?id=471767357004 https://www.redalyc.org/journal/4717/471767357004/ https://www.redalyc.org/journal/4717/471767357004/html/ https://www.redalyc.org/journal/4717/471767357004/471767357004.epub https://www.redalyc.org/journal/4717/471767357004/movil en http://www.redalyc.org/revista.oa?id=4717 Revista Brasileira de Marketing application/pdf Universidade Nove de Julho Revista Brasileira de Marketing (Brasil) Num.4 Vol.18