showing 12 related works from this author
Entrepreneurial ecosystems, knowledge spillovers, and their embeddedness in the sport field: a bibliometric and content analysis
2020
The aim of this article is to review the emerging research on entrepreneurial ecosystems and knowledge spillovers in general, and in the sport field in particular through bibliometric and content a...
CEGUERA AL PATROCINADOR: APLICACIÓN A CARTELES DE EVENTOS DEPORTIVOS
2018
Advertising posters in sports sponsorship are versatile marketing tools with significant media impact and high visibility. However, the academic literature on the impact of advertising posters in this field is scarce. The purpose of this research is to measure the spontaneous recall of and attention toward business brands sponsoring sports events while assessing their location and congruence level. The sample was segmented according to gender. The experiment involved 12 stimuli related to three sporting disciplines corroborating the issue of media blindness with respect to advertising posters. Consistent with the placement theory, we found that the position of the sponsoring brand affecte…
Brand image transfer from team to sponsor: how effective is it to sponsor a football team with little success
2019
We propose to explore the influence of success in sports on the effect of image transfer in sponsorship. We analysed three football teams based on their historical ranking. The image transfer does not occur with the less successful team. We conclude that sports sponsors need to reconsider their strategic options to align them with their company goals and to promote a return on investment. An ideal strategy to enhance the brand image would be to sponsor more successful sports teams because it has been shown that those teams that have more victories get greater exposure and therefore the ROI for sponsors increase.
Amateur Runners’ Commitment: An Analysis of Sociodemographic and Sports Habit Profiles
2020
The aim of this work is to analyse the commitment to running among urban runners by identifying groups regarding commitment to this sport and by defining their sociodemographic profile and their sports habits. A sample of 1806 participants in popular urban races in the city of Valencia was interviewed using an 11-item questionnaire on commitment to running, sociodemographic characteristics, and sports habits. The psychometric properties of the running-commitment scale allowed for the identification of two factors in commitment to running: enthusiasm for running (6 items) and affliction from running (5 items). Subsequently, a cluster analysis combining hierarchical and non-hierarchical metho…
The effectiveness of advertising alcohol products in sports sponsorship
2020
The influence of patriotism and fans’ fulfilment of sponsorship activation in the sponsor’s image transfer process
2019
In the context of international sports tournaments, fans’ feelings of patriotism and fans’ acquisition of knowledge from social media seem to be decisive factors in determining sponsorship success....
Engagement in sports virtual brand communities
2018
Abstract The aim of this study is to analyze the impact of sports sponsorship in virtual brand communities (VBCs) on consumers' engagement within these communities. We used a professional team in the Scotiabank National Opening Championship (Chile) as the study context and collected data from participants (N = 268) on the team's social networks. We used structural equation systems and the Qualitative Comparative Analysis (QCA) technique to test the hypotheses. The results present five causal combinations, considering factors inherent to the team sponsor that influence engagement within a VBC. The QCA model and SEM explain 78.5% and 71% of engagement, respectively. The most noteworthy variab…
Involvement and image transfer in sports sponsorship
2017
Sponsorships have become one of the most important marketing tools. Data show that a majority of sporting events is sponsored and that investment in sponsorship is increasing every year. Companies are demanding more research to better unde rstand their investment efficacy. Involvement is a key element in processing sponsorship information in consumers’ minds. This variable affects consumer behavior and moderates the sponsor image transfer. The study of involvement could give guidance for the design of appropriate and functional advert ising campaigns. The research proposes segmenting and modelling sport consumer behaviour in sponsorship by their level of involvement with the event. For this…
Online Sport Event Consumers: Attitude, E-Quality and E-Satisfaction
2017
Sporting events attract millions of dollars in sponsorship and tourism, so a strong event brand is required. The event website quality is responsible for maintaining and attracting consumers and creating a positive attitude towards the brand. The purpose of this study was to examine key variables that affect the behavior of online sport event consumers. Specifically, it explores e-quality and e-satisfaction and how they influence the attitude towards the website and the brand. Structural equation model tests revealed that a positive quality can determine a positive attitude to the web site, even the consumer is not satisfied with it. On the other hand, the stakeholder needs to pay attention…
Editorial: The Management of Emotions in Sports Organizations
2020
Congruence and placement in sponsorship: An eye-tracking application
2019
Sporting events can be announced using sports posters and by disseminating advertisements on the internet, on the street and in print media. But until now, no prior research has measured the effectiveness of sponsorship in sporting event posters. This study uses eye tracking to measure the effectiveness of sporting event posters and proposes considering the level of the viewer's attention as an indicator. This research involves a factorial experiment based on the following variables: congruence, the number of sponsors, and placement of the sponsor's advertisement in a sporting event poster. The results indicate that sponsors positioned in the poster's area of action receive more attention. …
Influence of the Virtual Brand Community in Sports Sponsorship
2016
This study explores how the virtual brand community (VBC) of soccer-team supporters influences the brand's attitude toward sponsorship according to the theory of image transfer. The study provides a comparative analysis using both structural equation modeling (SEM) and qualitative comparative analysis (QCA). A total of 609 supporters of a professional, first-division Spanish soccer team provide the data. The results from SEM support the importance of control, attitude toward the team, and identification variables. However, SEM cannot assure the usefulness of variables such as trust and opportunism when evaluating the resulting attitude toward the sponsor. The results from the fuzzy-set QCA …