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| Autore principale: | |
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| Natura: | Artículo científico |
| Lingua: | es |
| Pubblicazione: |
Universidade da Coruña
2017
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| Soggetti: | |
| Accesso online: | https://www.redalyc.org/articulo.oa?id=707778092005 |
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Sommario:
- 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 Soledad Zapata Agüera Laura Martínez Caro Multidisciplinarias (Ciencias, Ciencias Sociales, Artes y Humanidades) Involvement sponsorship and image In this investigation, we have the intention of demonstrating the influence of the consumer's involvement with the sport about a larger probability of seeing events related to this sport, the protector's most positive image and of the event, and more probability of buying the products or the sponsor’s services. Because we used this self-administered questionnaire. The analyses were carried out with spas 15.0, checking the trust and dimensionality of the scales used. The contrast of the hypotheses was taken to-students out and in all of the hypotheses we obtained the acceptance of these. We can sustain, then that a high sport involvement of the consumer influences about the possibility of to attend or to see event related to that sport, very necessary for the exhibition for the sport sponsorship; it also influences the image of the event that is decisive in the formation of the sponsor's image, and finally, in the purchase intention that is a measure of the success of the sport sponsorship. 2017 artículo científico 1852-2300 https://www.redalyc.org/articulo.oa?id=707778092005 es http://www.redalyc.org/revista.oa?id=7077 REDMARKA. Revista de marketing aplicado application/pdf Universidade da Coruña REDMARKA. Revista de marketing aplicado (España) Num.19 Vol.2