RT Journal Article
T1 Effects of the spectator's emotional attachment to esports players on the sponsoring brand.
T2 Efectos del vínculo emocional del espectador con el jugador de esports en la marca patrocinadora.
A1 Navarro Lucena, Fernando Jesús
A1 Molinillo-Jiménez, Sebastián
A1 Anaya-Sánchez, Rafael
K1 Apego (Psicología) - En los videojuegos
K1 Marketing en Internet
AB PurposeThe purpose of this study is to understand whether the spectator’s emotional attachment to esports’ players is key for the sponsoring brand’s outcomes. A theoretical model based on the attachment, social influence and brand communities’ literature is proposed.Design/methodology/approachData were collected through an online survey from a sample of 1,355 regular esports viewers. The proposed conceptual model was evaluated using partial least squares-structural equation modeling (PLS-SEM).FindingsThe results showed that emotional attachment to esports players exerts a large effect on the viewer’s engagement with the community and his or her intention to view its content for longer. These two variables are key in explaining the viewer’s intention to perform positive behaviors toward the sponsoring brand, such as recommendation, purchase intentions and co-creation.Originality/valueThis study improves the understanding about the effects of the viewer’s emotional bond with esports players and the bond’s impact on the development of positive behaviors toward the sponsoring brand.
PB Emerald
YR 2024
FD 2024
LK https://hdl.handle.net/10630/35407
UL https://hdl.handle.net/10630/35407
LA spa
NO Navarro-Lucena, F., Molinillo, S. and Anaya-Sánchez, R. (2024), "Effects of the spectator's emotional  attachment to esports players on the sponsoring brand", Academia Revista Latinoamericana de  Administración, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/ARLA-05-2024-0094
NO Política de acceso abierto tomada de: https://openpolicyfinder.jisc.ac.uk/id/publication/23862
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 20 ene 2026