Sponsorship image and value creation in E-sports
研究电子竞技中赞助形象和消费者参与共创活动如何影响粉丝的赞助反应（兴趣、购买意愿和口碑），基于445份西班牙粉丝问卷的PLS-SEM分析发现，赞助商的前因变量是改变赞助形象和影响反应的关键因素。
E-sports games can drive the sports industry forward and sponsorship is the best way to engage consumers of this new sport. The purpose of this study is to examine the effect of sponsorship image and consumer participation in co-creation consumption activities on fans’ sponsorship response (represented by the variables interest, purchase intention and word of mouth) in e-sports. Four antecedent variables build sponsorship image (i.e., ubiquity of sport, sincerity of sponsor, attitude to sponsor and team identification). A quantitative approach is used for the purposes of this study. Some 445 questionnaires were filled in by fans who watch e-sports in Spain; these are analyzed using partial least squares structural equation modeling (PLS-SEM). The outcomes show that sponsor antecedents are crucial factors if a sponsor wants to change their sponsorship image and influence sponsorship response, and that it is also possible to use participation to improve responses.