The Influence of Emerging Technologies on Brand Loyalty and Purchase Intentions for Sponsored Products in Sports Advertising

Document Type : Original research papers

Authors

Department of Sport Management Faculty of Physical Education & Sport Sciences,University of Tabriz , Tabriz, IRAN

10.22098/jast.2024.15323.1361

Abstract

This study examines the synergistic relationship between emerging technologies in sports sponsorship advertising, brand loyalty, and consumer purchase intentions. Through an online survey using a 5-point Likert scale, data was collected from 200 sports fans, yielding 120 complete responses. Structural equation modeling revealed that emerging technologies, such as augmented reality (AR), virtual reality (VR), and immersive social media experiences, significantly impact both brand loyalty and purchase intentions among sports fans. Crucially, the research identifies brand loyalty as a powerful mediator, enhancing the influence of emerging technologies on purchase intentions, with over 33% of this effect attributable to brand loyalty's mediating role. The findings underscore the potential of cutting-edge technologies to create engaging experiences that resonate with fans, fostering deeper emotional connections and heightened brand affinity. This synergy between technology adoption, consumer allegiance, and buying behaviors offers valuable insights for sports brands and sponsors. By strategically leveraging emerging technologies, these entities can cultivate stronger brand loyalty and drive sustained purchasing intentions among their target audiences. This research provides actionable guidance for stakeholders in the sports industry, demonstrating how the integration of AR, VR, and immersive social media in sponsorship advertising can create a virtuous cycle of engagement, loyalty, and consumer action. The study's implications extend to the broader field of sports marketing, offering a framework for understanding and harnessing the power of technological innovation in building lasting consumer relationships and driving business outcomes.

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History

  • Receive Date: 23 June 2024
  • Revise Date: 12 October 2024
  • Accept Date: 26 October 2024

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