Effects on the pirelli`s purchase intention through sports sponsorship at the world superbike
DOI:
https://doi.org/10.17533/udea.efyd.v36n2a02Keywords:
sponsorship, attitude towards the event, attitude toward the brand, purchase intentionAbstract
In recent years, sports sponsorship has become an important global industry, as an integrated part of the communication strategies within the marketing department of corporations. Sports events like World Superbike are conceived as very attractive in this sponsorship strategy. This research analyzes the effect on the purchase intention of the Pirelli brand based its SBK sponsorship strategy; by administering a questionnaire to 140 attendees to the 2015 penultimate circuit test held in Jerez (Spain). The results show a purchase intention of 80% in favor. An association between the attitude towards the event and the knowledge of the sponsoring brands has been found, as well as, between the attitude towards the event and the attitude towards Pirelli. On the other hand, no predictor variables have been found for the purchase intention.
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