Abstract
In this research, intend to demonstrate the influence of the consumer involvement in a finer brand purchase intent of the sponsor, and generate an effect on the consumers "goodwill" towards the sponsor and also to perceive a greater fit between sponsor and event, and finally cause the consumer better exposure in the event. This was chosen the Rio 2016 Olympic Games. In this study, different analyses have been conducted to verify reliability and factorial scales of charges. As well as analyses to contrast the hypotheses: ANOVAS and structural equations using the SmartPLS program (is a software with graphical user interface for variance-based structural equation modeling (SEM) using the partial least squares (PLS) path modeling method[1]), to check the fit for the model. It is interesting to highlight the contribution to this research, because if organizations look for sporting events with a public involved with them. Consequently will get a bigger intention to purchase the sponsor's brand, a finer perception of both the goodwill and the fit between the event and the sponsor, and finally a larger exposure in the event and accordingly, to the promotions made by sponsor brands. [1] Wong, K. K. K. (2013). Partial least squares structural equation modeling (PLS-SEM) techniques using SmartPLS. Marketing Bulletin, 24(1), 1-32.
Highlights
For Gómez (2017) sports sponsorship is like a "contract by which a company or institution allocates economic resources to an activity of a sporting nature or to a team or individual athlete, the brand sponsor or its messages disseminated throughout the competition in question, looking at some elements necessary for its realization through the media
Will get a bigger intention to purchase the sponsor's brand, a finer perception of both the goodwill and the fit between the event and the sponsor, and a larger exposure in the event and to the promotions made by sponsor brands
The sponsorship as a tool in the service of marketing is so important since this influences the way in an event is perceived it. It can consider the involvement as one of the most important variables to explain and predict the behavior of the consumer (Evrard and Aurier, 1996), for their influence on the processing on the data stored in memory (Maheswaran and Sternthal, 1990) and the external information searches for a pre-order (Chaudhuri, 2000)
Summary
For Gómez (2017) sports sponsorship is like a "contract by which a company or institution allocates economic resources (or benefits in kind) to an activity of a sporting nature or to a team or individual athlete, the brand sponsor or its messages disseminated throughout the competition in question, looking at some elements necessary for its realization through the media. The sponsorship as a tool in the service of marketing is so important since this influences the way in an event is perceived it In this context, it can consider the involvement as one of the most important variables to explain and predict the behavior of the consumer (Evrard and Aurier, 1996), for their influence on the processing on the data stored in memory (Maheswaran and Sternthal, 1990) and the external information searches for a pre-order (Chaudhuri, 2000). Taking into account this variable as an element to discern that sporting event to choose, will obtain a large sponsorship effectiveness, being important to the organizations
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