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dc.contributor.authorHüttermann, Marcel-
dc.contributor.authorTrail, Galen T.-
dc.contributor.authorPizzo, Anthony D.-
dc.contributor.authorStallone, Valerio-
dc.date.accessioned2021-01-21T11:28:38Z-
dc.date.available2021-01-21T11:28:38Z-
dc.date.issued2020-
dc.identifier.issn2470-4067de_CH
dc.identifier.issn2470-4075de_CH
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/21365-
dc.description.abstractTraditional sport organizations and their sponsors are beginning to embrace esports, but the effectiveness of non-endemic sponsorships in esports remains uncertain. Esports consumers are notoriously hostile to organizations they perceive as seeking to exploit them – including the growing ranks of non-endemics seeking to capitalize on the youth- and tech-centric esports industry. The purpose of this study is to evaluate esports consumers’ perceptions of non-endemic sponsorships. We adapt a well established sport sponsorship model to the context of esports to test key relationships’ salience to sponsors. We demonstrate that non-endemic sponsors can benefit from esports team sponsorship through enhanced attitudes, perceived goodwill, and product purchase intentions. Moreover, we find that there is only a small effect of esports brand attitude on attitude toward the sponsor, yet a larger effect on perceived goodwill and product purchase intentions. This suggests that firms with limited marketing budgets can benefit from increased goodwill and purchase intentions by sponsoring emerging esports teams who provide low-cost sponsorship opportunities.de_CH
dc.language.isoende_CH
dc.publisherTaylor & Francisde_CH
dc.relation.ispartofJournal of Global Sport Managementde_CH
dc.rightsLicence according to publishing contractde_CH
dc.subjectSpectatorde_CH
dc.subjectSponsorshipde_CH
dc.subjectSports managementde_CH
dc.subjecteSportsde_CH
dc.subjectMotivede_CH
dc.subject.ddc658.8: Marketingmanagementde_CH
dc.subject.ddc700: Künste und Unterhaltungde_CH
dc.titleEsports sponsorship : an empirical examination of esports consumers’ perceptions of non-endemic sponsorsde_CH
dc.typeBeitrag in wissenschaftlicher Zeitschriftde_CH
dcterms.typeTextde_CH
zhaw.departementSchool of Management and Lawde_CH
zhaw.organisationalunitInstitut für Marketing Management (IMM)de_CH
dc.identifier.doi10.1080/24704067.2020.1846906de_CH
zhaw.funding.euNode_CH
zhaw.originated.zhawYesde_CH
zhaw.publication.statuspublishedVersionde_CH
zhaw.publication.reviewPeer review (Publikation)de_CH
zhaw.webfeedW: Spitzenpublikationde_CH
zhaw.author.additionalNode_CH
zhaw.display.portraitYesde_CH
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Hüttermann, M., Trail, G. T., Pizzo, A. D., & Stallone, V. (2020). Esports sponsorship : an empirical examination of esports consumers’ perceptions of non-endemic sponsors. Journal of Global Sport Management. https://doi.org/10.1080/24704067.2020.1846906
Hüttermann, M. et al. (2020) ‘Esports sponsorship : an empirical examination of esports consumers’ perceptions of non-endemic sponsors’, Journal of Global Sport Management [Preprint]. Available at: https://doi.org/10.1080/24704067.2020.1846906.
M. Hüttermann, G. T. Trail, A. D. Pizzo, and V. Stallone, “Esports sponsorship : an empirical examination of esports consumers’ perceptions of non-endemic sponsors,” Journal of Global Sport Management, 2020, doi: 10.1080/24704067.2020.1846906.
HÜTTERMANN, Marcel, Galen T. TRAIL, Anthony D. PIZZO und Valerio STALLONE, 2020. Esports sponsorship : an empirical examination of esports consumers’ perceptions of non-endemic sponsors. Journal of Global Sport Management. 2020. DOI 10.1080/24704067.2020.1846906
Hüttermann, Marcel, Galen T. Trail, Anthony D. Pizzo, and Valerio Stallone. 2020. “Esports Sponsorship : An Empirical Examination of Esports Consumers’ Perceptions of Non-Endemic Sponsors.” Journal of Global Sport Management. https://doi.org/10.1080/24704067.2020.1846906.
Hüttermann, Marcel, et al. “Esports Sponsorship : An Empirical Examination of Esports Consumers’ Perceptions of Non-Endemic Sponsors.” Journal of Global Sport Management, 2020, https://doi.org/10.1080/24704067.2020.1846906.


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