6533b82dfe1ef96bd1291b85

RESEARCH PRODUCT

Engagement in sports virtual brand communities

Ferran CalabuigCarlos Pérez CamposYong Jae KoManuel Alonso-dos-santosFrancisco Rejón Guardia

subject

MarketingCongruence (geometry)Qualitative comparative analysis0502 economics and business05 social sciencesApplied psychology050211 marketingChampionshipPsychology050203 business & management

description

Abstract The aim of this study is to analyze the impact of sports sponsorship in virtual brand communities (VBCs) on consumers' engagement within these communities. We used a professional team in the Scotiabank National Opening Championship (Chile) as the study context and collected data from participants (N = 268) on the team's social networks. We used structural equation systems and the Qualitative Comparative Analysis (QCA) technique to test the hypotheses. The results present five causal combinations, considering factors inherent to the team sponsor that influence engagement within a VBC. The QCA model and SEM explain 78.5% and 71% of engagement, respectively. The most noteworthy variables that have an impact on engagement include attitude towards the sponsor, congruence, and the relationship quality of the VBC. This study is the first attempt to examine the influence of sports sponsorship on consumers' engagement within VBCs. Theoretical and managerial implications are also discussed.

yearjournalcountryeditionlanguage
2018-08-01Journal of Business Research
https://doi.org/10.1016/j.jbusres.2017.12.053