Transferencia valor-experiencia a través del patrocinio deportivo : antecedentes y consecuencias

  1. Aragonés-Jericó, Cristina 1
  2. Kúster-Boluda, Inés 1
  3. Vila López, Natalia 1
  1. 1 Universidad de Valencia (España)
Revista:
Revista de psicología del deporte

ISSN: 1132-239X 1988-5636

Año de publicación: 2020

Volumen: 29

Número: 1

Páginas: 133-142

Tipo: Artículo

Otras publicaciones en: Revista de psicología del deporte

Resumen

El estudio propone un modelo de patrocinio deportivo que toma como eje la transferencia entre evento y marca en términos de valor y experiencia, abundando en sus antecedentes y efectos. Encuestando en 2012 a 364 asistentes al GP de Fórmula 1 de València se concluye que no se transfiere el valor del evento a la marca, pero sí la experiencia. Asimismo, se observa que ambos términos (experiencia y valor) están significativamente relacionados. Adicionalmente, se confirma que motivación, identificación e implicación son antecedentes del eje del modelo, junto con todos los efectos propuestos.

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