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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2022

Kód důvěrnosti údajů

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

Název periodika

Cogent Business &amp; Management

ISSN

2331-1975

e-ISSN

2331-1975

Svazek periodika

9

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

NO - Norské království

Počet stran výsledku

15

Strana od-do

2143014

Kód UT WoS článku

000881840300001

EID výsledku v databázi Scopus

2-s2.0-85141957211