Do you love me? The relationship between sport-related branded entertainment and brand love

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F22%3A43922317" target="_blank" >RIV/62156489:43110/22:43922317 - isvavai.cz</a>

Result on the web

<a href="https://doi.org/10.1080/23311975.2022.2143014" target="_blank" >https://doi.org/10.1080/23311975.2022.2143014</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1080/23311975.2022.2143014" target="_blank" >10.1080/23311975.2022.2143014</a>

Result language

angličtina

Original language name

Do you love me? The relationship between sport-related branded entertainment and brand love

Original language description

Brand love, the most intense relationship between a consumer and a brand, drives valuable outcomes like increased brand loyalty. Sport-related branded entertainment (SRBE) represents a content marketing opportunity to build on brand love and provides a research gap. This research investigates the impact of sport-related branded entertainment on brand love using a mixed-method approach, including a quantitative survey (n = 372) conducted in Austria, followed by a focus group discussion. A structural equation model revealed a positive impact of SRBE on brand love. Furthermore, brand love is positively associated with brand loyalty, spreading positive word-of-mouth, and the willingness to pay a higher price. Results show that it is most effective in the younger, male, and sporty consumers. Finally, the qualitative focus group discussion revealed deeper insights into consumer motivations. SRBE is a valuable content marketing instrument for brand love. Results revealed that it is most effective in the younger, male, and sporty consumers. The impact of SRBE on brand love has been examined for the first time.

Czech name

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Czech description

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Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

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OECD FORD branch

50204 - Business and management

Project

—

Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2022

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Cogent Business &amp; Management

ISSN

2331-1975

e-ISSN

2331-1975

Volume of the periodical

9

Issue of the periodical within the volume

1

Country of publishing house

NO - NORWAY

Number of pages

15

Pages from-to

2143014

UT code for WoS article

000881840300001

EID of the result in the Scopus database

2-s2.0-85141957211