Storytelling as activation tool for sports sponsorship (2014)
how can storytelling, as activation tool for sports sponsorship, build brand equity through emotional customer connection and how is it moderated by the congruence between the brand and the athlete, and fan involvement?
This study is conducted to answer the research question: How can storytelling, as activation tool for sports sponsorship, build brand equity through emotional customer connection and how is it moderated by the congruence between the brand and the athlete, and fan involvement? The study consists of a dominant main study from a consumer perspective and an additional study from a company perspective. This research extends the existing academic knowledge in the field of sports sponsorship effectiveness and the role of storytelling as activation mechanism. The results offer clear insights into the direct and indirect effects of storytelling and the influences of congruence and fan involvement. With respect to managers, the study provides more insight into how storytelling and related concepts could contribute to sports sponsorship investments.