Efectos en la intención de compra de pirelli mediante el patrocinio deportivo en el world superbike
DOI:
https://doi.org/10.17533/udea.efyd.v36n2a02Palabras clave:
patrocinio, actitud frente a evento, actitud frente a marca, intención de compraResumen
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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