eSports’ Event Sponsorship: Sponsor’s Brand Authenticity, Brand Equity and Purchase Intention
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Abstract
Objective: the goal of the study is to expand the current knowledge of sponsorship within the scenario of eSports whose novelty inherits many challenges that are important to improve future management decisions in broader sports contexts. The study investigates the influence of authenticity on sponsors’ overall brand equity and on fans’ purchase intention, having the Brazilian League of Legends Championship as this research’s scenery. The theories supporting this study are the balance theory and attribution theory. Methods: the study’s sample consists of League of Legends fans capable of recalling at least one sponsor of the championship. The data analysis applied confirmatory factor analysis, structural equation modeling, and multigroup analysis. Results: suggest that brand authenticity affects the eSports fans’ perception of sponsors’ overall brand equity and their purchase intention. Additionally, overall brand equity exerts a mediation role between brand authenticity and purchase intention. Finally, gamers’ experience moderates the influence of brand authenticity on overall brand equity and on purchase intention. Conclusions: This study contributes to the knowledge in marketing and consumer behavior in the digital environment since eSports’ sponsorship brings the ‘digital’ to the very core of the context of investigation, the phenomenon, and the locus for knowledge application.
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Silva, L. R. da, & Almeida, V. M. C. de. (2025). eSports’ Event Sponsorship: Sponsor’s Brand Authenticity, Brand Equity and Purchase Intention. Brazilian Administration Review, 21(Supplement), e240138. https://doi.org/10.1590/1807-7692bar2024240138
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This work is licensed under a Creative Commons Attribution 4.0 International License.
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