Efectos en la intención de compra de pirelli mediante el patrocinio deportivo en el world superbike

  • Marta Visa Carol Universidad Ramon Llull
  • Xavier de Blas Foix Universidad Ramon Llull
  • Sixte Abadia i Naudí Universidad Ramon Llull
Palabras clave: patrocinio, actitud frente a evento, actitud frente a marca, intención de compra

Resumen

En los últimos años, el patrocinio deportivo se ha convertido en una importante industria mundial, como parte integrada de la estrategia de comunicación dentro del departamento de marketing de las corporaciones. Eventos deportivos como World Superbike (SBK), se conciben como muy atractivos en dicha estrategia de patrocinio. Esta investigación analiza el efecto en la intención de compra de la marca Pirelli, a partir de su estrategia de patrocinio de SBK, mediante la administración de un cuestionario a 140 asistentes a la penúltima prueba del circuito de 2015, celebrada en Jerez (España). Los resultados muestran una intención de compra de un 80% a favor. Se ha encontrado una asociación entre la actitud hacia el evento, y el conocimiento de las marcas patrocinadoras, así como entre la actitud hacia el evento y la actitud frente a Pirelli. Por otro lado, no se han encontrado variables predictoras para la intención de compra.

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Biografía del autor/a

Marta Visa Carol, Universidad Ramon Llull

Estudiante de doctorado de la  Facultad de Psicología, Ciencias de la Educación y El Deporte. Miembro del grupo de investigación: Grupo de Investigación e Innovación en Deporte y Sociedad (GRIES), Universidad Ramón Llull. Profesora de la Universidad Ramon Llull.

Xavier de Blas Foix, Universidad Ramon Llull

Doctor, Universidad Ramon Llull. Miembro del grupo de investigación: Grupo de Salud, Actividad Fisica y Deporte (SAFE), Universidad Ramon Llull. Profesor de la Unviersidad Ramon Llull.

Sixte Abadia i Naudí, Universidad Ramon Llull

Doctor, Universidad de Barcelona. Miembro del grupo de investigación: Grupo de Investigación e Innovación en Deporte y Sociedad (GRIES), Universidad Ramón Llull. Profesora de la Universidad Ramon Llull.

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Publicado
2019-02-18
Cómo citar
Visa Carol M., de Blas Foix X., & Abadia i Naudí S. (2019). Efectos en la intención de compra de pirelli mediante el patrocinio deportivo en el world superbike. Educación Física Y Deporte, 36(2). https://doi.org/10.17533/udea.efyd.v36n2a02
Sección
Artículos de Investigación