IDEAS home Printed from https://ideas.repec.org/a/ibn/ijmsjn/v15y2023i1p1.html
   My bibliography  Save this article

Image Transfer in Sports Creative Sponsorship and Participation Sponsorship: What’s the Difference?

Author

Listed:
  • Chedlia Fitouri
  • Fatma Hassan Abdel Baset Morgan
  • Zeineb Zarai

Abstract

Participation sponsorship and creative sponsorship of sports events can have strategic communication effects. In this study of the car brand “Peugeot” in Tunisia, the impact of participation sponsorship on image transfer was compared with that of creative support, considering the moderating effect of the involvement of spectators on the image transfer process. Structural equation modeling analysis was used to validate the measurement of images and structural models of image transfer. The results largely favored sports-related creative sponsorship. Furthermore, when moving from “low involvement” to “high involvement” groups, observers of the creative backing were perceived as more intense, indicating that participation sponsorship has a decreasing impact. Research results have shown that it can be a more effective communication tool than multi-sponsoring. We conclude that creative support presents a real image transfer opportunity for sponsors that is less costly but more persuasive than participation. This assumption deserves to be verified for the indirect sports audience and in other cases of events with high and low media coverage.

Suggested Citation

  • Chedlia Fitouri & Fatma Hassan Abdel Baset Morgan & Zeineb Zarai, 2023. "Image Transfer in Sports Creative Sponsorship and Participation Sponsorship: What’s the Difference?," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 15(1), pages 1-1, July.
    • Handle: RePEc:ibn:ijmsjn:v:15:y:2023:i:1:p:1
    as

    Download full text from publisher

    File URL: https://ccsenet.org/journal/index.php/ijms/article/download/0/0/48258/51895
    Download Restriction: no
    File URL: https://ccsenet.org/journal/index.php/ijms/article/view/0/48258
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Jay Trivedi, 2020. "Effect of corporate image of the sponsor on brand love and purchase intentions: The moderating role of sports involvement," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 30(2), pages 188-209, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Junying Li & Jirawan Deeprasert & Rita Yi Man Li & Wei Lu, 2022. "The Influence of Chinese Professional Basketball Organizations’ (CPBOs’) Corporate Social Responsibility (CSR) Efforts on Their Clubs’ Sustainable Development," Sustainability, MDPI, vol. 14(19), pages 1-21, September.
    2. Tien-Chin Wang & Tsai-Yun Huang & Chien-Hui Lee, 2023. "Exploring the Preference of Corporations for Sponsorship Motives and the Impact of Sponsorship Motives on Sponsoring Intention in Post-Epidemic Era: Using Two Different Approaches—FPR and SEM," Sustainability, MDPI, vol. 15(10), pages 1-22, May.
    3. Cuesta-Valiño, Pedro & Gutiérrez-Rodríguez, Pablo & Loranca-Valle, Cristina, 2022. "Sponsorship image and value creation in E-sports," Journal of Business Research, Elsevier, vol. 145(C), pages 198-209.
    4. Yi, Jisu & Lee, Youseok & Suh, Jungmin & Kim, Sang-Hoon, 2022. "Psychological determinants of non-attendees’ resistance toward performing arts," Journal of Business Research, Elsevier, vol. 149(C), pages 690-699.

    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ibn:ijmsjn:v:15:y:2023:i:1:p:1. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Canadian Center of Science and Education (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.