Análisis de la eficacia del patrocinio de WorldSBK desde la perspectiva de los asistentes en el campeonato de Jerez (Analysis of the efficacy of sponsorship of WorldSBK from the perspective of attendees the Jerez championship)

Marta Visa Carol; Fransesc Xavier de Blas i Foix; Sixte Abadia i Naudí

doi:10.47197/retos.v50.97266

Autores

Marta Visa Carol Universitat Blanquerna
Fransesc Xavier de Blas i Foix https://orcid.org/0000-0001-8908-1318 https://orcid.org/0000-0001-8908-1318
Sixte Abadia i Naudí https://orcid.org/0000-0002-1576-7592 https://orcid.org/0000-0002-1576-7592

DOI:

https://doi.org/10.47197/retos.v50.97266

Palavras-chave:

patrocinio deportivo, grado de afición, notoriedad de marca, actitud favorable respecto al evento, actitud favorable respecto al patrocinador, intención de compra

Resumo

A utilização de patrocínios tem aumentado nos últimos anos, principalmente no setor esportivo. Empresas de todo o mundo investem maciçamente em patrocínios esportivos, por isso é importante estudar quais são os fatores que afetam positiva ou negativamente o comportamento do consumidor para fornecer uma base sobre a qual as empresas possam construir. Em suma, verifica-se que o patrocínio de eventos desportivos se tornou uma ferramenta estratégica no mix de comunicação, pelo que assume cada vez mais importância económica no conjunto das estratégias de comunicação do tecido empresarial. O objetivo desta pesquisa é analisar a eficácia do patrocínio esportivo no Campeonato Mundial de Superbike (WorldSBK). O instrumento utilizado foi um questionário aplicado aos participantes do evento deste campeonato realizado em Jerez de 20 a 22 de outubro de 2017 (N = 242). Os resultados mais relevantes indicam que os fatores de sucesso do patrocínio desportivo nas SBK são: grau de adeptos, notoriedade da marca, atitude favorável face ao evento, atitude favorável face ao patrocinador e intenção de compra. Acreditamos que os dados fornecidos neste estudo são uma etapa no desenvolvimento da metodologia de análise de patrocínio. Este fato pode nos permitir estender o estudo a mais eventos esportivos para avançar em um estudo mais global sobre patrocínio esportivo.

Palavras-chave: patrocínio esportivo, grau de torcedor, notoriedade da marca, atitude favorável ao evento, atitude favorável ao patrocinador, intenção de compra.

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Análise da eficácia do patrocínio do WorldSBK na perspectiva dos participantes do campeonato de Jerez

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