Proposal of a model of consumer behavior of sporting events: The effect of image transmission in sponsorship

Manuel Alonso Dos Santos
Business organisation, Marketing and Sociology,
March, 2013
 

Abstract

This thesis is a piece of empirical research which studies the effectiveness of the image transmission from a sponsee to the sponsor of a sport event. In order to contrast the effectiveness of sponsorship we have used the purchase intention and the attitude towards the sponsor as the main measurable constructs quantifying the objectives presented by the companies, i.e.: brand recognition and sales increase.
By incorporating different elements that influence the process of image transmission such as attendance frequency, congruence, identification with sport, involvement in the event or sponsor recall, two theoretical models have been constructed.
To contrast both models we obtained data from two samples of spectators of two consecutive editions of a professional event: the tennis Valencia Open 500. The employed analysis methodology consisted of an analysis of structural equations using partial least squares (PLS).
The results confirm the validity and reliability of the used scales and variables. Furthermore, the capacity, predictive relevance and goodness of fit of both models were verified. Therefore, the process of image transmission and the capacity of the event involvement variable for segmenting the sample were confirmed in both models, demonstrating that the most involved consumers process the sponsoring effect better than those consumers who are less involved. Finally, a series of managing recommendation are made in pursuit of improving the running of sporting organizations.