محمد عبد القادر, ., السيد الدريني, ., محمد عبد الکريم, . (2020). العلاقة بين رعاية الأحداث الرياضية والوعي بالعلامة التجارية للشرکات الراعية لفرق الدوري المصري الممتاز. test, 44(4), 87-113. doi: 10.21608/alat.2021.204278
عبدالقادر محمد عبد القادر; سارة السيد الدريني; طاهر محمد عبد الکريم. "العلاقة بين رعاية الأحداث الرياضية والوعي بالعلامة التجارية للشرکات الراعية لفرق الدوري المصري الممتاز". test, 44, 4, 2020, 87-113. doi: 10.21608/alat.2021.204278
محمد عبد القادر, ., السيد الدريني, ., محمد عبد الکريم, . (2020). 'العلاقة بين رعاية الأحداث الرياضية والوعي بالعلامة التجارية للشرکات الراعية لفرق الدوري المصري الممتاز', test, 44(4), pp. 87-113. doi: 10.21608/alat.2021.204278
محمد عبد القادر, ., السيد الدريني, ., محمد عبد الکريم, . العلاقة بين رعاية الأحداث الرياضية والوعي بالعلامة التجارية للشرکات الراعية لفرق الدوري المصري الممتاز. test, 2020; 44(4): 87-113. doi: 10.21608/alat.2021.204278

العلاقة بين رعاية الأحداث الرياضية والوعي بالعلامة التجارية للشرکات الراعية لفرق الدوري المصري الممتاز

المجلة المصرية للدراسات التجارية
Article 3, Volume 44, Issue 4, October 2020, Pages 87-113    PDF (690.36 K)
Document Type: المقالة الأصلية
DOI: 10.21608/alat.2021.204278
Authors
عبدالقادر محمد عبد القادر; سارة السيد الدريني; طاهر محمد عبد الکريم
کلية التجارة - جامعة المنصورة
Abstract
الملخص
        تهدف هذه الدراسة إلى تحديد العلاقة بين رعاية الأحداث الرياضية والوعي بالعلامة التجارية للشرکات الراعية لفرق الدوري المصري الممتاز، وتم الاعتماد في تجميع البيانات الاولية على قائمة الاستقصاء يدوية، وبلغ حجم العينة 448 مفرده. ولتحليل البيانات تم تطبيق أسلوب تحليل المسار باستخدام برنامج WarpPLS V.7.
     وتمثلت أهم نتائج الدراسة في وجود ارتباط معنوي بين جميع أبعاد رعاية الأحداث الرياضية والوعي بالعلامة التجارية، کما توصلت الدراسة إلى وجود علاقة ذات دلالة إحصائية بين أبعاد رعاية الأحداث الرياضية والوعي بالعلامة التجارية.
Abstract
    This study aims to determine the relationship between sponsoring sporting events and the brand value of the companies sponsoring the Egyptian Premier League teams. The primary data collection was based on a manual survey list, and the sample size reached 448 individuals. To analyze the data, a path analysis method was applied using WarpPLS v.7 software.
      The most important results of the study were the presence of a significant correlation between all dimensions of sporting event sponsorship and brand value. The study also found a statistically significant relationship between the dimensions of sports event sponsorship and brand value
References

المراجع

  1. Bolstad, M. (2019). Exploring the sponsorship strategies of the Norwegian Ice Hockey Federation: A qualitative case study (Master's thesis).
  2. Burton, N. & Chadwick, S. (2019), "European football supporter attitudes toward ambush marketing", International Journal of Sports Marketing and Sponsorship, Vol. 20 No. 1, pp. 143-162.
  3. Cerqueira, A. V. L., Lopes, E. L., & da Silva, J. G. (2019). Experience Marketing Backstage: The View of the Managers in the Application of Branding Strategies Through Actions of Sponsorship and Development of Projects and Events. Future Studies Research Journal: Trends and Strategies, Vol. 11, no. 1 pp. 25-47.
  4. Cho, H., & Leng, H. K. (2020). Applicability of belief measures for advertising to sponsorship in sport. International Journal of Sports Marketing and Sponsorship. Vol. 27, no. 1 pp. 57-83.
  5. Cornwell, T. B., & Kwon, Y. (2019). Sponsorship-linked marketing: research surpluses and shortages. Journal of the Academy of Marketing Science, pp. 1-23.
  6. Fornell, C. and Cha, J. (1994),“Partial least squares”,in Bagozzi, R.P. (Ed.), Advanced Methods of Marketing Research, Blackwell, Cambridge,  pp. 52-87.
  7. Gaustad, T., Samuelsen, B. M., Warlop, L., & Fitzsimons, G. J. (2019). Too much of a good thing? Consumer response to strategic changes in brand image. International Journal of Research in Marketing, 36(2), pp.264-280.
  8. Goh, I. K., Pappu, R., & Chien, P. M. (2021). Investigating the impact of perceived nonprofit sponsorship engagement on prosocial behavior. Journal of Business Research, 126, pp. 113-125.‏
  9. Graciola, A. P., De Toni, D., Milan, G. S., & Eberle, L. (2020). Mediated-moderated effects: High and low store image, brand awareness, perceived value from mini and supermarkets retail stores. Journal of Retailing and Consumer Services, 55, p.102117.
  10. Greenhalgh, G., & Greenwell, T. C. (2013). What's in it for me? An investigation of North American professional niche sport sponsorship objectives. Sport Marketing Quarterly, 22(2), pp101-112.
  11. Guenther, M., & Guenther, P. (2019). The value of branding for B2B service firms—The shareholders' perspective. Industrial Marketing Management, 78, pp. 88-101
  12. Hino, Y., & Takeda, F. (2020). Market reactions to sport sponsorship announcements: Comparison between sponsors and their rivals. Sport Management Review, 23(3), pp. 401-413.
  13. Jaravaza, D. C., & Guveya, A. (2016). The Impact of Sports Sponsorship on Brand Equity Dimensions: A Case of Castle Lager Brand in Zimbabwe. International Journal of Science and Research, 5(5), pp. 1958-1963.‏
  14. Karjaluoto, H., & Paakkonen, L. (2019). An empirical assessment of employer branding as a form of sport event sponsorship. International Journal of Sports Marketing and Sponsorship. 20(4), pp. 666–682.
  15. Kelly, S. J., Cornwell, B., & Singh, K. (2019). The gladiatorial sponsorship arena: how ambushing impacts memory. Marketing Intelligence & Planning, 37(4), pp.417-432.‏
  16. Koc, M. (2013). Sport Sponsorship as a Promotional Tool: Special Focus in Albania Business-to-Business (B2B) Perspective. Creative and Knowledge Society, 3(2), pp. 28-38.
  17. Lee, L. Y. (2019). The Impact of Consumers' Attitude toward Ambush Marketing on Effectiveness of Official Sponsorship. Advances in Management and Applied Economics, 9(4), pp1-10
  18. Limbach, M., Fessler, P., Schmidt, S., & Buckler, F. (2020). Die Wirksamkeit von Sportsponsoring in der Marketingkommunikation–Der Einfluss von Teamrivalität auf den impliziten und expliziten Markenwert. In Marktforschung für die Smart Data World (pp. 229-251). Springer Gabler, Wiesbaden.
  19. Maanda, P. M., Abratt, R., & Mingione, M. (2020). The Influence of Sport Sponsorship on Brand Equity in South Africa. Journal of Promotion Management, 1-24.
  20. Matos, J. D. P., Araújo, L. C. D. M., & Horta, P. M. (2021). Sponsorship by the food and beverage industries in Brazilian professional soccer: an obstacle to the promotion of healthy eating. Cadernos de Saude Publica, 36(12), pp. e00219719-e00219719.‏
  21. Meenaghan& tony. (2000).The Role of Sponsoringship in Marketing Communication Mix, Journal of Advertising, p10.
  22. Morgan, A., Taylor, T., & Adair, D. (2020). Sport event sponsorship management from the sponsee’s perspective. Sport Management Review.
  23. Noor, E. K. (2020). The Los Angeles Olympic Games: Planning Legacies. In Los Angeles and the Summer Olympic Games, pp. 1-60.
  24. Nuss, T., Scully, M., Wakefield, M., & Dixon, H. (2019). Unhealthy sport sponsorship at the 2017 AFL Grand Final: a case study of its frequency, duration and nature. Australian and New Zealand journal of public health, 43(4), pp366-372.‏
  25. Park, J. Y., & Sihombing, S. O. (2020). EFFECTS OF SPONSOR-EVENT CONGRUENCE ON BRAND IMAGE, ATTITUDE TOWARD THE BRAND, AND PURCHASE INTENTION: AN EMPIRICAL ANALYSIS IN THE CONTEXT OF SPORT SPONSORSHIP. Jurnal Aplikasi Manajemen, 18(1), pp. 14-27.
  26. Peris, G. S., Camacho, M. M., Franch, E. B., & López, C. C. (2019). Decision Factors in the Strategy of Sports Sponsorship in Spain. In Integrated Marketing Communications, Strategies, and Tactical Operations in Sports Organizations (pp. 1-24). IGI Global
  27. Reilly, T. (2021). Elite football of 2030 will not be the same as that of 2020: What has evolved and what needs to evolve?. Scand J Med Sci Sports, 31, pp. 493-494.‏
  28. Renton, M., & Richard, J. E. (2019). Exploring brand governance in SMEs: does socialisation provide a means to value creation?. Journal of Brand Management, 26(4), pp. 461-472.‏
  29. Rose, M., Rose, G. M., Merchant, A., & Orth, U. R. (2021). Sports teams heritage: Measurement and application in sponsorship. Journal of Business Research, 124, pp.759-769.‏
  30. Rutter, R., Nadeau, J., Aagerup, U., & Lettice, F. (2019). The Olympic Games and associative sponsorship: Brand personality identity creation, communication and congruence. Internet Research, 30(1), pp. 85–107.
  31. Sjah, M. I. (2018). Analyzing the Influence of Service Quality towards the Brand Image, Preceived Value, and Brand Loyalty of The Costumers of Heritage Hotel in Malang. Journal of Economics, Business & Accountancy Ventura (JEBAV), 21(1), pp 51-59.‏
  32. Trivedi, J. (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, 30(2), pp.188-209.
  33.   Upamannyu, N. K., Bhakar, S., & Gupta, M. (2014). Effect of Corporate Image on Brand Trust and Brand Affect. International Journal of Applied Science-Research and Review, 2(1), pp. 020-033.
  34. Walzel, S. (2021). Relationship Management in Sports (Sponsorship). In Managing Sports Teams, pp. 219-236.
  35. Wang, Y., & Li, Y. (2019, July). More than money: the effect of public sponsorship on non-sponsored firms’ innovation performance. In Academy of Management Proceedings, No. 1, p. 12092). Briarcliff Manor, NY 10510: Academy of Management.
  36. Yodbangtoeypol, A., & Rawangkarn, N. (2019). Development of the Sponsorship Process for the Sport Associations of Thailand. ABAC Journal, 39(1), pp.245-286.
  37. Yuan, S., Huo, C., & Malik, T. H. (2019). The negative spillover effect in sports sponsorship: An experiment examining the impact of team performance on sponsor’s brand trust. International Journal of Sports Marketing and Sponsorship, pp. 65-73.‏
  38. Zhu, H., Li, Q., & Liao, J. (2018). Doing well when doing good: the fit between corporate sponsorship and brand concept. Journal of Consumer Marketing, Vol. 35No. 7, pp. 733-742.
Statistics
Article View: 323
PDF Download: 758