El nivel de implicación del consumidor con el deporte y su influencia sobre la imagen del esponsor y el evento, y la intención de compra en el patrocinio deportivo

  1. Martínez Caro, Laura 1
  2. Zapata Agüera, Soledad
  1. 1 Universidad Politécnica de Cartagena
    info

    Universidad Politécnica de Cartagena

    Cartagena, España

    ROR https://ror.org/02k5kx966

Journal:
Redmarka: revista académica de marketing aplicado

ISSN: 1852-2300

Year of publication: 2017

Issue: 19

Pages: 83-108

Type: Article

DOI: 10.17979/REDMA.2017.02.019.4855 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Redmarka: revista académica de marketing aplicado

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  • Dialnet Métricas Cited by: 1 (25-02-2024)
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  • Social Sciences: C

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  • Total citations: 0
  • Recent citations (2 years): 0

Abstract

In this investigation, we have the intention of demonstrating the influence of the consumer's involvement with the sport about a larger probability of seeing events related to this sport, the protector's most positive image and of the event, and more probability of buying the products or the sponsor’s services. Because we used this self-administered questionnaire. The analyses were carried out with spas 15.0, checking the trust and dimensionality of the scales used. The contrast of the hypotheses was taken to-students out and in all of the hypotheses we obtained the acceptance of these. We can sustain, then that a high sport involvement of the consumer influences about the possibility of to attend or to see event related to that sport, very necessary for the exhibition for the sport sponsorship; it also influences the image of the event that is decisive in the formation of the sponsor's image, and finally, in the purchase intention that is a measure of the success of the sport sponsorship.

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