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A identidade dos fãs de esports com o evento e a marca patrocinadora : caso de estudo da LG no FPF Open Challenge
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This study aims to explore the eSports fans’ identity on sponsor-sponsee relationship, as well as understand the effects on their behavioural intentions.
Data were collected among Portuguese eSports fans (n = 356) who attended at the 2021 FPF Open Challenge, using an online questionnaire. A confirmatory factor analysis (CFA) analysed the psychometric properties of the constructs, and a subsequent structural equation model (SEM) examined the effects of fan
identity on two behavioural intention and on sponsor-sponsee relationship. Results evidence that highly identified fans with eSports are more committed towards the event and tend to have a positive word-of-mouth intention, while those who have higher brand identification reported the highest connection to the
event sponsor-brand and then tend to purchase its products. Moreover, our findings also provide evidence of the bidirectional interaction between fan’ identity with eSports event and its sponsor-brand, leading to greater reciprocity on their social identity formation. Managerial implications focus on strengthening the
social identity of fans as a way to understand their future behaviours.
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Fan Identity Social Identity Behavioural Intentions Esports Fans Esports