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

Zeitschrift:
Redmarka: revista académica de marketing aplicado

ISSN: 1852-2300

Datum der Publikation: 2017

Nummer: 19

Seiten: 83-108

Art: Artikel

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

Andere Publikationen in: Redmarka: revista académica de marketing aplicado

Zusammenfassung

Nesta investigação, nós temos a intenção de demonstrar a influência da implicação do consumidor com o esporte sobre uma probabilidade maior de ver eventos relacionou com este esporte, a imagem mais positiva do protetor e do evento, e mais probabilidade de comprar os produtos ou os serviços do protetor. Porque nós usamos isto autoadministrados de questionários. As análises foram levadas a cabo com Spss 15.0, conferindo a confiança e dimensionalidade das balanças usadas. O contraste das hipóteses esboçadas foi levado fora t-estudantes e em todas as hipóteses nós obtivemos a aceitação destes. Nós podemos sustentar, então que uma implicação maior nível com o esporte por parte do consumidor influencia sobre a possibilidade de assistir ou ver evento relacionou com aquele esporte, muito necessário para a exibição para o patronato desportivo; também influencia na imagem do evento que é decisivo na formação da imagem do protetor, e ultimamente, na intenção de compra que é uma medida muito efetiva do sucesso do patronato desportivo.

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Fuente de los datos: Dialnet