Purpose

The aim of this study is to examine the influence of perceived sponsorship leverage on perceived product quality and the image transfer model, under moderation by fan involvement.

Design/methodology/approach

A self-report online survey was carried out after the 2018 FIFA World Cup in Russia. Responses were received from 422 individuals in 21 countries. The leverage scale was validated using exploratory factor analysis. Then, partial least squares–structural equation modeling was employed to examine the validity and reliability of the scales and test the structural model. Finally, multigroup analysis was used to examine how involvement moderates the influence of leverage.

Findings

Attitudes toward sponsorship and purchase intention are influenced by the perceived leverage and quality of the product. The multigroup analysis shows that perceived leverage does not influence the attitudes of individuals with low involvement. The influence of perceived leverage on perceived product quality is greater in individuals with high involvement.

Research limitations/implications

Sponsors should use collateral marketing strategies to target specific segments of individuals with high and low involvement separately. Showcasing the sponsoring products of brands renowned for their high quality could positively influence the results of sponsorship.

Originality/value

This article contributes to the sponsorship literature by exploring how sponsors can capitalize on collateral marketing actions. It also contributes to the theory of image transfer by exploring how perceived product quality can influence the effectiveness of sponsorship.

中文翻译：

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质量和杠杆作用对图像传输模型的影响：参与的调节作用

目的

这项研究的目的是在粉丝参与的约束下，检查赞助商感知杠杆对感知产品质量和图像传递模型的影响。

设计/方法/方法

在2018年俄罗斯FIFA世界杯之后进行了一项自我报告在线调查。收到了来自21个国家/地区的422个人的回复。使用探索性因素分析验证了杠杆规模。然后，采用偏最小二乘-结构方程模型来检验量表的有效性和可靠性，并测试结构模型。最后，多组分析被用来检验参与如何减轻杠杆作用的影响。

发现

对赞助和购买意愿的态度受产品的杠杆作用和质量影响。多组分析表明，感知的杠杆作用不会影响低参与度的个体的态度。参与程度高的个人，感知杠杆对感知产品质量的影响更大。

研究局限/意义

发起人应使用附带的营销策略，分别针对参与度高和低的特定人群。展示以高质量着称的品牌的赞助产品可能会对赞助结果产生积极影响。

创意/价值

本文通过探讨赞助商如何利用附带的营销活动来为赞助文献做出贡献。通过探索感知到的产品质量如何影响赞助的有效性，它也为图像转移理论做出了贡献。