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When can Olympic Sponsorship adversely affect the Purchase Intention of Athletic Sports Footwear?
in Marketing Management Association Spring Conference, Virtual, March 25-26, 2021 MMA, Marketing Management Association 2021
Olympic sponsorship, a form of commercial sponsorship marketing activity has been known as an effective way to communicate with many customers and influence attitude, image, involvement, and thus sales. For example, the 2014 Winter Olympics in Sochi generated the 5.7 billion USD, and the 2016 Summer Olympics in Rio stimulated worldwide spending at a rate of 3.4 million USD per day with the intention of developing sport and assisting athletes across the globe. In addition, during the 2016 Rio
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Olympic, there were about 187 million tweets, 75 billion impressions on Twitter, and 1.5 billion interactions on Facebook by 277 million people.
However, companies sponsoring the Olympic events concerned about its reverse effect on sales, which is often called ambush marketing. In marketing, research about the sponsorship effect on purchase intention is still unclear. A stream of studies argue that the sponsorship is an important source of establishing brand attachment while others indicate that there is no direct relationship between sponsorship and brand attachment. The purpose of this research is to contribute to this debate by introducing the evaluability bias in the context of evaluating an athletic sports footwear. More specifically, this paper explores the adverse effect of the Olympic sponsorship in the athletic sports footwear market for the purpose of enhancing our understanding of the co-branding strategy.
Approximately, 256 responses were collected and analyzed in two studies. The results showed that when a well-known brand was strengthened by the Olympic sponsorship, the purchase intention for the athletic sports footwear was surprisingly lower than when the well-known brand was evaluated alone. This adverse effect of the Olympic sponsorship on the purchase intention, however, was minimized when consumers simultaneously considered the brand’s quality and differentiation. It suggests that the brand attachment can be either coupled or de-coupled depending on what an evaluation mode either separate evaluation or joint evaluation mode is used when evaluating the Olympic sponsorship brands. We conclude that the effect of Olympic sponsorship on the purchase intention can increase when marketers help customers experience the Olympic sponsorship brands with brand quality and differentiation jointly.
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