Emociones y valorsus efectos en la satisfacción, lealtad y respuesta al patrocinio deportivo

  1. Aragonés-Jericó, Cristina 1
  2. Küster-Boluda, Inés 1
  3. Vila-López, Natalia 1
  1. 1 Universitat de València (España)
Journal:
Revista de métodos cuantitativos para la economía y la empresa

ISSN: 1886-516X

Year of publication: 2023

Volume: 35

Pages: 80-99

Type: Article

DOI: 10.46661/REVMETODOSCUANTECONEMPRESA.5585 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Revista de métodos cuantitativos para la economía y la empresa

Abstract

The study focuses on fans who have just attended a major sporting event. Specifically, relationships between emotions, value transferred from the event to the official sponsor, satisfaction, loyalty and response to sports sponsorship are investigated. A sample of 364 sports fans attending the Formula 1 European Grand Prix respond. The structural equations technique is applied with the statistical program EQS 6.2 to contrast the relationships between the variables of the theoretical model proposed in the research. The results show that there is a transfer of value between the event and the official sponsor. This transfer has as an antecedent the emotions, and as effects satisfaction, loyalty and response to sponsorship.

Bibliographic References

  • Anderson, J.C. & Gerbing, D.W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423. https://doi.org/10.1037/0033-2909.103.3.411
  • Aragonés, C., Küster, I., & Vila, N. (2021). Segmentación del turista deportivo: el caso del espectador de la Fórmula 1. Investigaciones Turísticas, 21, 182-204. https://doi.org/10.14198/INTURI2021.21.9
  • Bello, L., Vázquez, R., & Trespalacios, J. A. (1996). Investigación de mercados y estrategias de marketing. Civitas.
  • Bentler, P.M. (1989). EQS: Structural equations manual. Los Angeles, BMDP Statistical Software.
  • Berridge, G., May, D., Kitchen, E., & Sullivan, G. (2019). A study of spectator emotions at the Tour de France. Event management, 23(6), 753-771. https://doi.org/10.3727/152599519X15506259856372
  • Biscaia, R., Trail, G., Ross, S., & Yoshida, M. (2017). A model bridging team brand experience and sponsorship brand experience. International Journal of Sports Marketing and Sponsorship, 18(4), 380-399. https://doi.org/10.1108/IJSMS-07-2016-0038
  • Biscaia, R., Correia, A., Rosado, A., Maroco, J., & Ross, S. (2012). The effects of emotions on football spectators' satisfaction and behavioural intentions. European Sport Management Quarterly, 12(3), 227-242. https://doi.org/10.1080/16184742.2012.679949
  • Brakus, J.J., Schmitt, B.H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52-68. https://doi.org/10.1509/jmkg.73.3.52
  • Breuer, C., Boronczyk, F., & Rumpf, C. (2021). Message personalization and real-time adaptation as next innovations in sport sponsorship management? How run-of-play and team affiliation affect viewer response. Journal of Business Research, 133, 309-316. https://doi.org/10.1016/j.jbusres.2021.05.003
  • Carlson, J., Rosenberger III, P.J., & Rahman, M.M. (2015). Cultivating group-oriented travel behaviour to major events: assessing the importance of customer-perceived value, enduring event involvement and attitude towards the host destination. Journal of Marketing Management, 31(9-10), 1065-1089. https://doi.org/10.1080/0267257X.2015.1035309
  • Chin, W.W. (1998a). The partial least squares approach to structural equation modeling. En G. A. Marcoulides (Ed.), Modern methods for business research (pp. 295-336). Lawrence Erlbaum Associates
  • Chin, W.W. (1998b). Commentary: issues and opinion on structural equation modeling. MIS Quarterly, 22(1), VII-XVI.
  • Cohen, J.B. & Areni, C. S. (1991). Affect and consumer behavior. In T.S. Robertson & H.H. Kassarjian (Eds.), Handbook of Consumer Behavior (pp. 188-240). Englewood Cliffs, N.J: Prentice-Hall.
  • Cornwell, T.B. (2019). Less "Sponsorship as Advertising" and More Sponsorship-Linked Marketing as Authentic Engagement. Journal of Advertising, 48(1), 49-60. https://doi.org/10.1080/00913367.2019.1588809
  • Cronin Jr, J.J., Brady, M.K., & Hult, G.T.M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218. https://doi.org/10.1016/S0022-4359(00)00028-2
  • Cuesta-Valiño, P., Gutiérrez-Rodríguez, P., & Loranca-Valle, C. (2022). Sponsorship image and value creation in E-sports. Journal of Business Research, 145, 198-209. https://doi.org/10.1016/j.jbusres.2022.02.084
  • Davies, J., & Williment, J. (2008). Sport tourism-grey sport tourists, all black and red experiences. Journal of Sport & Tourism, 13(3), 221-242. https://doi.org/10.1080/14775080802327144
  • De la Rosa, M.D. & Carmona, A. (2009). Mecanismos Explicativos del Efecto de la Relación Empleado Superior sobre el Compromiso. Estableciendo Puentes en una Economía Global. Ed. Escuela Superior de Gestión Comercial y Marketing, ESIC
  • Delia, E.B., & James, J.D. (2018). The meaning of team in team identification. Sport Management Review, 21(4), 416-429. https://doi.org/10.1016/j.smr.2017.09.002
  • Gallarza, M.G., Gil, I. & Arteaga, F., (2020). Conceptualización y medición del valor percibido: consensos y controversias. Cuadernos de Gestión, 20(1), 65-88. https://doi.org/10.5295/cdg.180997mg
  • Gallarza, M.G., & Gil, I. (2006). Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students' travel behaviour. Tourism Management, 27(3), 437-452. https://doi.org/10.1016/j.tourman.2004.12.002
  • Gallarza, M.G., & Gil, I. (2006). Desarrollo de una escala multidimensional para medir el valor percibido de una experiencia de servicio. Revista española de investigación de marketing, 10(2), 25-59.
  • Ganassali, S., & Didellon, L. (1996). Le transfert comme principe central du parrainage. Recherche et Applications en Marketing (French Edition), 11(1), 37-48. https://doi.org/10.1177/076737019601100103
  • Getz, D. (2019). Event evaluation and impact assessment: Five challenges. In A Research Agenda for Event Management. Edward Elgar Publishing. https://doi.org/10.4337/9781788114363.00012
  • Gil, I., Berenguer, G., Gallarza, M., & Moliner, B. (2004). Calidad, satisfacción y valor del servicio, una revisión. Quaderns de treball, 152. Universidad de Valencia.
  • Grohs, R., & Reisinger, H. 2005. Image transfer in sports sponsorships: An assessment of moderating effects. International Journal of Sports Marketing and Sponsorship, 7(1), 36-42. https://doi.org/10.1108/IJSMS-07-01-2005-B007
  • Gwinner, K., (1997). A model of image creation and image transfer in event sponsorship. International Marketing Review, 14(3), 145-158. https://doi.org/10.1108/02651339710170221
  • Gwinner, K., & Swanson, S.R., (2003). A model of fan identification: antecedents and sponsorship outcomes. Journal of Services Marketing, 17(3), 275-294. https://doi.org/10.1108/08876040310474828
  • Hall, J., O'Mahony, B., & Vieceli, J., (2010). An empirical model of attendance factors at major sporting events. International Journal of Hospitality Management, 29(2), 328-334. https://doi.org/10.1016/j.ijhm.2009.10.011
  • Hu, L.T., Bentler, P.M., & Kano, Y. (1992). Can test statistics in covariance structure analysis be trusted? Psychologycal Bulletin, 112, 351-362. https://doi.org/10.1037/0033-2909.112.2.351
  • Idrovo, F.K., Verdesoto, O.S., Valencia, E.R., & Córdova, V.H. (2020). Modelo de ecuaciones estructurales para determinar la intención de emprendimiento de estudiantes de posgrado. Revista de Métodos Cuantitativos para la Economía y la Empresa, 30, 346-357. https://doi.org/10.46661/revmetodoscuanteconempresa.3715
  • lnfoAdex (2019). Estudio InfoAdex de la Inversión Publicitaria en España 2019. InfoAdex. Madrid
  • Jöreskog, K.G., & Sörbom, D. (1989). LISREL 7-A Guide to the Program and Applications, Chicago: SPSS Publications.
  • Jöreskog, K.G., & Sörbom, D. (1996). LISREL 8: Structural Equation Modeling with the SIMPLIS Command Language. Chicago: Scientific Software International.
  • Leri, I., & Theodoridis, P. (2019). The effects of the winery visitor experience on emotions, satisfaction and on post-visit behaviour intentions. Tourism Review, 74(3), 480-502. https://doi.org/10.1108/TR-07-2018-0092
  • Lines, G. (2001). Villains, fools or heroes? Sports stars as role models for young people. Leisure studies, 20(4), 285-303. https://doi.org/10.1080/02614360110094661
  • Mazodier, M., Plewa, C., Palmer, K., & Quester, P. G. (2015). Achieving corporate social responsibility through sponsorship. En S. Chadwick, N. Chanavat, M. Desbordes (Ed.), Handbook of Sports Marketing (pp. 317-326). Routledge Taylor and Francis Group Publisher New York
  • Meenaghan, T., (2001). Sponsorship and advertising: A comparison of consumer perceptions. Psychology and Marketing, 18(2), 191-215. https://doi.org/10.1002/1520-6793(200102)18:2<191::AID-MAR1005>3.0.CO;2-C
  • Meenaghan, T. (1998). Current developments and future directions in sponsorship. International Journal of Advertising, 17, 3-28. https://doi.org/10.1080/02650487.1998.11104703
  • Morgan, M.J., Attaway, J.S., & Griffin, M. (1996). The role of product/service experience in the satisfaction formation process: A test of moderation. Journal of consumer satisfaction dissatisfaction and complaining behavior, 9, 104-114.
  • Oliver, R.L. (2015). Satisfaction: A behavioral perspective on the consumer: A behavioral perspective on the consumer. Routledge. https://doi.org/10.4324/9781315700892
  • Rocha, F.R.V., de Esteban, J., & Cunha, L. R. M. (2020). La relación entre la confianza y el compromiso y sus efectos en la lealtad de marca. Revista de Métodos Cuantitativos para la Economía y la Empresa, 29, 131-151. https://doi.org/10.46661/revmetodoscuanteconempresa.3839
  • San Martín, H. (2005). Estudio de la imagen de destino turístico y el proceso global de satisfacción: adopción de un enfoque integrador. Universidad de Cantabria.
  • Satorra, A., & Bentler, P.M. (1994). Corrections to Test Statistics and Standard Errors in Covariance Structure Analysis, en A. von Eye y C.C. Clogg (eds): Latent Variables Analysis: Applications for Developmental Research, Thousand Oaks, CA, Sage.
  • Schlesinger, W., Cervera, A., & Miquel, M.J., (2020). ¿Cómo marca el patrocinio de un evento deportivo de alta implicación a la marca patrocinadora? Aplicación al caso de instituciones públicas. Cuadernos de Gestión, 20(2), 123-148. https://doi.org/10.5295/cdg.191085ws
  • Schlesinger, W., Alvarado, A., & Martí, J., (2012). Patrocinio deportivo: la implicación del espectador y sus efectos en la identificación y lealtad. Cuadernos de Gestión, 12(2), 59-76. https://doi.org/10.5295/cdg.110292ms
  • SEGIB, (2019). El deporte como herramienta para el desarrollo sostenible. Secretaría General Iberoamericana. Montevideo.
  • Smith, G. (2004). Brand Image Transfer Through Sponsorship: A Consumer Learning Perspective. Journal of Marketing Management, 20(3-4), 457-474. https://doi.org/10.1362/026725704323080498
  • Smith, J., & Colgate, M., (2007). Customer Value Creation: A Practical Framework. The Journal of Marketing Theory and Practice, 15(1), 7-23. https://doi.org/10.2753/MTP1069-6679150101
  • Smith, A., Graetz, B., & Westerbeek, H. (2008). Sport sponsorship, team support and purchase intentions. Journal of Marketing Communications, 14(5), 387-404. https://doi.org/10.1080/13527260701852557
  • Solja, E., Liljander, V., & Söderlund, M. (2018). Short brand stories on packaging: An examination of consumer responses. Psychology & Marketing, 35(4), 294-306. https://doi.org/10.1002/mar.21087
  • Song, H., Kim, M., & Choe, Y. (2018). Structural relationships among mega-event experiences, emotional responses, and satisfaction: focused on the 2014 Incheon Asian games. Current Issues in Tourism, pp. 1-7. https://doi.org/10.1080/13683500.2018.1462310
  • Soriano, J.L., & Mejía-Trejo, J. (2022). Modelado de Ecuaciones Estructurales en el campo de las Ciencias de la Administración. Revista de Métodos Cuantitativos para la Economía y la Empresa, 33, 242-263. https://doi.org/10.46661/revmetodoscuanteconempresa.5414
  • Speed, R., & Thompson, P. (2000). Determinants of sports sponsorship response. Journal of the academy of marketing science, 28(2), 226-238. https://doi.org/10.1177/0092070300282004
  • Ullman, S.E. (1996). Social reactions, coping strategies, and self-blame attributions in adjustment to sexual assault. Psychology of Women Quarterly, 20, 505-526. https://doi.org/10.1111/j.1471-6402.1996.tb00319.x
  • Uriel, E., & Aldas. J (2005). Análisis Multivariante Aplicado. España: Thomson.
  • Wirtz, J., & Bateson, J. E. (1999). Consumer satisfaction with services: integrating the environment perspective in services marketing into the traditional disconfirmation paradigm. Journal of Business Research, 44(1), 55-66. https://doi.org/10.1016/S0148-2963(97)00178-1
  • Zeithaml, V.A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22. https://doi.org/10.1177/002224298805200302