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

    Universidad Politécnica de Cartagena

    Cartagena, España

    ROR https://ror.org/02k5kx966

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


Cited by

  • Dialnet Métricas Cited by: 1 (25-02-2024)
  • Dimensions Cited by: 0 (14-01-2024)


  • Social Sciences: C


(Data updated as of 14-01-2024)
  • Total citations: 0
  • Recent citations (2 years): 0


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.

Bibliographic References

  • Alexandris, K., Tsaousi, E. James, J. (2007). Predicting sponsorship outcomes from attitudinal constructs: the case of a professional basketball event. Sport Marketing Quarterly, Vol. 16 No. 3, pp. 130-139.
  • Alonso-Dos-Santos, M., Vveinhardt, J., Ferran Calabuig-Moreno, F. Montoro-Rios, J.(2016), Involvement and Image Transfer in Sports Sponsorship, Inzinerine Ekonomika-Engineering Economics, 2016, 27(1), pp. 78–89.
  • Ashforth, B., Mael, F. (1989). Social identity theory and the organization. Academy of Management Journal, 14, pp. 20-39.
  • Beaton, A. A., Funk, D. C., Ridinger, L., Jordan, J. (2011). Sport involvement: A conceptual and empirical analysis. Sport Management Review, 14(2), 126–140. DOI: https://doi.org/10.1016/j.smr.2010.07.002
  • Bennett, G.; Ferreira, M.; Lee, J. Polite, F. (2009). The role of involvement in sports and sport spectatorship in sponsor´s brand use: the case of Mountain Dew and action sports sponsorship. Sport Marketing Quarterly, 2009, 18, pp. 14-24.
  • Bloch, P., Richins, M. (1983). A theoretical model for the study of product importance perceptions. Journal of Marketing, 47(3), pp. 69-81.
  • Bloom, P. (1981). What marketers need to know about the marketing of professional services. In J. H. Donnelly W. R. George (Eds.), Marketing of services (pp. 86-87). Chicago: American Marketing Association.
  • Branscombe, N., Wann, D. (1991). The positive social and self-concept consequences of sports team identification. Journal of Sport and Social Issues, 15, pp. 115-127.
  • Buenestado, D., (2012). La gran final de la Eurocopa 2012 marca grandes datos en todo el continente. (recuperado el10-09-2014): https://www.formulatv.com/noticias/25739/gran-final-eurocopa-marca-grandes-datos-todo-continente/
  • Capella, M. (2002): “Measuring Sports Fans’ Involvement: The Fan Behavior Questionnaire”, Southern Business Review, Spring, pp. 30-36.
  • Carrillat, F; Lafferty, B. Harris, E. (2005). Investigating sponsorship effectiveness: Do less familiar brands have an advantage over more familiar brands in single and multiple sponsorship arrangements?. The Journal of Brand Management, 13 (1), pp.50-64.
  • Carrillat, F., Harris E. Lafferty B. (2010). Fortuitous brand image transfer - investigating the side effect of concurrent sponsorships. Journal of Advertising, 39 (2), pp.109-123
  • Celsi, R.L. Olson, J.C. (1988). The Role of Involvement in Attention and Comprehension Processes, Journal of Consumer Research, vol. 15, n.º 2, pp.210-224.
  • Chaudhuri, A., (2000). A macro analysis of the relationship of product involvement and information search: the role of risk. Journal of Marketing Theory and Practice, vol. 8, nº 1, pp.1-15.
  • Crimmins, J. Horn, M. (1996). Sponsorship: from management ego trip to marketing success. Journal of Advertising Research, 36 (4), pp.11-21.
  • D’Astous, A. Bitz, P. (1995). Consumer evaluations of sponsorship programmes. European Journal of Marketing, 29 (12), pp.6-22.
  • Day, E., Royne, M. Camacho, A., (1995). Opportunities for involvement research: a scale development approach. Journal of Advertising, Vol. 24, N.º 3, otoño, pp. 69-75.
  • Dean, D. H. (1999). Brand endorsement, popularity and event sponsorship as advertising cues affecting consumer pre-purchase attitudes. Journal of Advertising, 28 (3), pp.1-12.
  • Dean, D. H., 2002. Associating the corporation with charitable event through sponsorship: measuring the effects on corporate community relations. Journal of Advertising. 31(4), pp.77-87.
  • DeSarbo, W. S. Harshman, R. A. (1985). Celebrity-brand congruence analysis. Current Issues and Research in Advertising, 1, pp.17-52.
  • Dees,W., Bennett, G. Villegas, J. (2008). Measuring the Effectiveness of Sponsorship of an Elite Intercollegiate Football Program. Sport Marketing Quarterly, 2008, 17, pp.79-89,
  • Diamond, W. D., Kashyap, R. K. (1997). Extending models of prosocial behavior to explain university alumni contributions. Journal of Applied Social Psychology, 27(10), pp.915-928.
  • Donovan, D. T.; Carlson, B. D. Zimmerman, M. (2005). The influence of personality traits on sports fan identification. Sport Marketing Quarterly, 14, 1, pp.31-42.
  • Droge, Cornelia (1989). Shaping the route to attitude change: central versus peripheral processing through comparative versus no comparative advertising. Journal of Marketing Research, 26 (May), pp.193-204.
  • España, tricampeona de leyenda en el partido más visto de la historia: 15.5 millones y 83% de share. (recuperado el 30-10-2013) de: https://www.vertele.com/noticias/espana-tricampeona-de-leyenda-en-el-partido-mas-visto-de-la-historia-15-5-millones-y-83-de-share/
  • Evrard, Y. Aurier, P., (1996). Identification and validation of the components of the person-object relationship. Journal of Business Research, vol. 37, pp.127-134.
  • Farrelly, F. J., Quester, P. G, Burton, R. (2006). Changes in sponsorship value: Competencies and capabilities of successful sponsorship relationships. Industrial Marketing Management, 35(8), pp. 1016–1026. DOI: https://doi.org/10.1016/j.indmarman.2006.05.006
  • Fazio, R. H., 1986. How do attitudes guide behavior? In R. M. Sorrentino E. T. Higgins (Eds.), The handbook of motivation and cognition: Foundations of social behavior. New York: GuilfordPress, pp.204-243.
  • Ferrand, A. Pages, M. (1999). Image management in sport organizations: The creation of value. European Journal of Marketing, 33(3/4), pp.387-401.
  • Filo, K., Funk, D. C., O’Brien, D. (2010). The antecedents and outcomes of attachment and sponsor image within charity sport events. Journal of Sport Management, 24, pp.623-648.
  • Fisher, R. Wakefield, K. (1998). Factors leading to group identification: a field study of winners and losers”. Journal of Psychology Marketing, Vol. 15, Enero, pp. 23-40.
  • Funk, D.; Redinger, L. Moorman, A. (2004). Exploring origins of involvement: Understanding the relationship between the consumer motives and involvement with professional sports teams. Leisure Sciences, 26, pp. 35-61.
  • Galván, I. González, J. (2003): El espectáculo deportivo y el espectador, simbiosis de relaciones psicosociales, Lecturas: Educación física y deportes, Nº. 64, 2003
  • García, P. Díaz, A., 2012. Inversión, negocio y algo de fútbol. (recuperado el 14-05-2013 ) de: https://www.tiempodehoy.com/espana/inversion-negocio-y-algo-de-futbol
  • García Ferrando, M. Llopis, R. (2006). Posmodernidad y deporte: entre la individualización y la masificación. Encuesta de hábitos deportivos de los españoles 2005. CSD. Madrid.
  • Gilaninia, S. Abbaszadeh, M.H., (2011). Assessing the constructs of sport sponsorship effectiveness and theoretical relationships between them among football fans in Iran. Journal of Basic and Applied Scientific Research, 1(7), pp. 606-616
  • Green, C., Chalip, L. (1997). Enduring involvement in youth soccer: The socialization of parent and child. Journal of Leisure Research, pp. 29(1), 61-77.
  • Greenwood, P., Kanters, M. Casper, J. (2006). Sport Fan Team Identification Formation in Mid-Level Professional Sport. European Sport Management Quarterly, 6 (3), pp. 253-265.
  • Greenwald, A. Leavitt, C. (1984). Audience Involvement in Advertising: Four Levels. Journal of Consumer Research, 11 (Junio), pp. 581-592
  • Grohs, R., Reisinger, H. (2014). Sponsorship effects on brand image: The role of exposure and activity involvement. Journal of Business Research, 67(5), 1018–1025. DOI: https://doi.org/10.1016/j.jbusres.2013.08.008
  • Gwinner, K. Eaton, J. (1999). Building bran image through event sponsorship: the role of image transfer. Journal of Advertising, 28 (4), pp. 47-57.
  • Ko, Y. J., Kim, Y. K., Kim, M. K., Lee, J. H. (2010). The role of involvement and identification on event quality perceptions and satisfaction: A case of US Taekwondo Open. Asia Pacific Journal of Marketing and Logistics, 22(1), pp.25–39.
  • Koo, G.; Quarterman, J.; Jackson, E. N. Suh, Y. (2005). An approach of schematic information processing for sport sponsorship effectiveness. Research Quarterly for Exercise and Sport, 76 (19), pp. 127.
  • Krugman, H. (1962). An Application of Learning Theory to TV Copy Testing. Public Opinion Quarterly, 26, pp. 626-634.
  • Küster, I; Vila, N. Aldás, J. (2009). Efecto del Patrocinio de la Copa América en las percepciones de Luis Vuitton: una perspectiva internacional. Universia Business Review | Segundo Trimestre.
  • Lacey, R., Close, A. G., Finney, R. Z. (2010). The pivotal roles of product knowledge and corporate social responsibility in event sponsorship effectiveness. Journal of Business Research, 63(11), pp. 1222-1228. DOI: https://doi.org/10.1016/j.jbusres.2009.11.001
  • La gran final de la Eurocopa 2012 marca grandes datos en todo el continente. El España-Italia tuvo pendientes a más de la mitad de los espectadores europeos. (recuperado el 15-09-2014) de: https://www.formulatv.com/noticias/25739/gran-final-eurocopa-marca-grandes-datos-todo-continente/.
  • Lardinoit, T. Derbaix, C. (2001). Sponsorship and recall of sponsors. Psychology Marketing, 18 (2), pp. 167-190.
  • Lascu, D.N., Giese, T.D., Toolan, C., Guehring, B. Mercer, J. (1995). Sport involvement: a relevant individual difference factor in spectator sports. Sport Marketing Quarterly, 4 (4), pp. 41-46.
  • Laurent, G. Kapferer, J., (1985). Measuring consumer involvement profiles. Journal of Marketing Research, Vol. 22, Nº 1, febrero, pp. 41-53.
  • Laverie, D. Arnett, D. (2000). Factors affecting fan attendance: The influence of identity salience and satisfaction. Journal of Leisure Research, 32(2), pp. 225-246.
  • Levin, A. M.; Joiner, C. Cameron, G. (2001). The impact of sports sponsorship on consumer’ Brand attitudes and recall: the case of NASCAR fans. Journal of Current Issues and Research in Advertising, 23 (2), pp. 23-31.
  • Lovelock, C, Patterson, P., Walker, R. (1998). Services marketing. Sydney, Australia: Prentice Hall.
  • Martensen, A., Gronholdt, L., Bendtsen, L., Jensen, M. J. (2007). Application of a model for the effectiveness of event marketing. Journal of Advertising Research, 47(3), pp. 283–301. DOI: https://doi.org/10.2501/S0021849907070316
  • Martin, C.L., (1998). Relationship marketing: a high-involvement product attribute approach. Journal of product brand management, vol. 7, nº 1, pp. 6-26.
  • Maheswaran, D. Sternthal, B. (1990).The effects of knowledge, motivation and type of message on ad processing and product judgements. Journal of Consumer Research, vol. 17, junio, pp. 66-73.
  • Mazodier, M. Quester, P. (2014). The role of sponsorship fit for changing brand affect: A latent growth modeling approach. International Journal of Research in Marketing, 31(1), pp.16–29. DOI: https://doi.org/10.1016/j.ijresmar.2013.08.004
  • Meenaghan, T. (2001). Understanding sponsorship effects. Psychology Marketing, 18 (2), pp. 95-122.
  • Miloch, K. S. Lambrecht, K.W. (2006).Consumer Awareness of Sponsorship at Grassroots Sport Events. Sport Marketing Quarterly, 15, pp.147-154.
  • Mittal, B. (1989). A theoretical analysis of two recent measures of involvement. Advances in consumer research, vol. 16, editado por T.K. Srull, Provo (UT), Association for consumer research, pp. 697-702.
  • Morales Vallejo, P. (2011). Guía para construir cuestionarios y escalas de actitudes. (recuperado el 18-05-20139 de: https://blog.uca.edu.ni/kurbina/files/2011/06/guiaparaconstruirescalasdeactitudes.pdf
  • Van Heerden, C. H., (2001). Factors affecting decision-making in South African sport sponsorship. Tesis, (Dr). University of Pretoria. South Africa. (recuperado el 23-04-2015) de: https://repository.up.ac.za/bitstream/handle/2263/29282/Complete.pdf?sequence=15
  • Wann, D. Schrader, M. (2000). Controllability and stability in the self-serving attributions of sport spectators. The Journal of Social Psychology 140(2), pp. 160-168
  • Wolfsteiner, E., Grohs, R. Wagner, U. (2015). What drives ambush marketer misidentication?. Journal of Sport Management, 15(4), pp. 367-383
  • Wright, P. L. (1973). The cognitive processes mediating acceptance of advertising. Journal of Marketing Research, 53-62., 1 (4), pp. 38-47.
  • Yong Jae, K., Kyoungtae, K., Cathryn L,C. Tae Hee, K. (2008).The effects of sport involvement, sponsor awareness and corporate image on intention to purchase sponsors' products. International Journal of Sports Marketing Sponsorship, January 01.
  • Zaichkowsky, J. (1985).Measuring the involvement construct. Journal of Consumer Research, 12, pp. 341-352.