Patrocinio deportivola implicación del espectador y sus efectos en la identificación y lealtad

  1. Schlesinger Díaz, María Walesska
  2. Alvarado Herrera, Alejandro
  3. Martí Parreño, José
Revista:
Management Letters / Cuadernos de Gestión

ISSN: 1131-6837

Any de publicació: 2012

Volum: 12

Número: 2

Pàgines: 59-76

Tipus: Article

DOI: 10.5295/CDG.110292MS DIALNET GOOGLE SCHOLAR lock_openADDI editor

Altres publicacions en: Management Letters / Cuadernos de Gestión

Resum

El patrocinio deportivo ha experimentado un importante crecimiento en los últimos años siendo utilizado por algunas marcas como herramienta clave de sus comunicaciones de marketing e incluso de su posicionamiento. El presente estudio tiene como principal objetivo analizar la influencia de la implicación del espectador de un campeonato deportivo de primer nivel -campeonato de motociclismo MotoGP- en su identificación y lealtad hacia su deportista favorito. La capacidad de los directivos para generar beneficios provenientes de los stakeholders tales como los patrocinantes y medios de comunicación está relacionada directamente con el tamaño de los espectadores identificados y leales a un deportista o equipo, de ahí la importancia en este ámbito de esas variables. Una investigación empírica de sección transversal, fundamentada en la literatura sobre la implicación del consumidor y su relación con la lealtad y la identificación, sirve de base para contrastar, mediante el uso de técnicas de análisis de estructuras de covarianzas, el modelo teórico propuesto. Los resultados del estudio revelan que la implicación del consumidor con un deporte influye directa, positiva y significativamente tanto en su identificación como en su lealtad hacia su piloto favorito. En este artículo se presentan también las implicaciones para la praxis comercial de los hallazgos y se proponen futuras líneas de investigación.

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