Sports sponsorship: spectator's involvement and the effects on the identification and

Ma. Walesska Schlesinger (), Alejandro Alvarado Herrera () and José Martí Parreño ()
Additional contact information
Ma. Walesska Schlesinger: Universitat de València
Alejandro Alvarado Herrera: Universidad de Quintana Roo
José Martí Parreño: Universidad Europea de Madrid

Cuadernos de Gestión, 2012, vol. 12, issue 02, pages 59-76

Abstract: Sports sponsorship has increased notably during the last years being used by brands not only as a key tool of their marketing communications but even their market positioning. This research analyzes the influence of sports spectator's involvement to motorcycling -specifically MotoGP- in identification and loyalty to their favourite pilot. The ability of managers to generate profits from stakeholders such as sponsors and the media is directly related to size and loyal viewers identified an athlete or team, hence the importance in this area of these variables. A cross-sectional empirical research, based on the literature on consumer involvement and its relationship to loyalty and identification, providing a basis for contrast, by using technical analysis of covariance structures, the proposed theoretical model. Study results reveal that consumer involvement with a sport direct influence, both positively and significantly in their identification as their loyalty to their favourite pilot. Managerial implications of the findings and future research areas are also discussed.

Keywords: Sport marketing; consumer behaviour; loyalty; identification; domain involvement (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2012
References: Add references at CitEc
Citations Track citations by RSS feed

Downloads: (external link)
http://www.ehu.es/cuadernosdegestion/revista/index ... &y=2012&v=12&n=2&o=3 complete text (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: http://EconPapers.repec.org/RePEc:ehu:cuader:20121209

Ordering information: This journal article can be ordered from
Instituto de Economía Aplicada a la Empresa, Revista Cuadernos de Gestión, Facultad de CC. Económicas y Empresariales, Universidad del País Vasco, Avda. Lehendakari Aguirre 83, 48015 Bilbao, Spain
http://www.ehu.es/cuadernosdegestion

Access Statistics for this article

Cuadernos de Gestión is edited by Belen Vallejo Alonso

More articles in Cuadernos de Gestión from Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE)
Address: Instituto de Economía Aplicada a la Empresa Avda Lehendakari Aguirre 83 CP 48015 Bilbao (Vizcaya) Spain
Contact information at EDIRC.
Series data maintained by Belen Vallejo Alonso ().