This study examines awareness, congruence, attitudes, and purchase intentions of three local sponsors of the 2016 Rio Olympic Games and their strongest rival brands, and tests the relationships among congruence, attitudes, and purchase intentions of both actual sponsors and their rivals. Data were collected through an online questionnaire (n = 621). Results indicated that awareness was significantly higher for only one of the sponsors. Neither congruence nor attitude toward the brand were higher for local sponsors when compared to their rival brands. Purchase intentions were significantly lower for local sponsors. Attitude toward the brand was significantly related to purchase intentions for all local sponsors and their rival brands. These findings suggest the need for local sponsors to engage in leveraging activities and to partner with the host to explain their role in the event's success. This study also draws attention to the importance for brands to carefully select the events to invest.

中文翻译：

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2016年里约奥运会赞助商：对当地赞助商和竞争对手品牌反应的实证研究

这项研究调查了2016年里约奥运会的三个本地赞助商及其最强竞争对手的意识，一致性，态度和购买意愿，并测试了实际赞助商及其竞争对手的一致性，态度和购买意愿之间的关系。通过在线调查表收集数据（n = 621）。结果表明，只有一个赞助商的知名度明显更高。与竞争对手的品牌相比，本地赞助商的品牌一致性和态度都没有。当地赞助商的购买意愿明显降低。对品牌的态度与所有本地赞助商及其竞争对手的购买意愿密切相关。这些发现表明，本地赞助商需要参与各种活动，并与主办方合作以说明他们在活动成功中的作用。这项研究还提请注意品牌对于认真选择要投资的事件的重要性。