¿Cómo marca el patrocinio de un evento deportivo de alta implicación a la marca patrocinadora? Aplicación al caso de instituciones públicas
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Publicado
18-03-2020
Walesska Schlesinger
Amparo Cervera-Taulet
María José Miquel-Romero
Resumen
Este estudio analiza la notoriedad, el recuerdo, la vinculación entre la marca y el evento patrocinado, la implicación en el evento, el valor y la reputación de una marca institucional y su percepción entre asistentes del ámbito territorial de esa institución, aprovechando la celebración del Maratón Valencia Trinidad Alfonso. Mediante la obtención de una muestra aleatoria de 507 asistentes –corredores y espectadores-, los resultados demuestran la importancia del proceso de transferencia entre las percepciones de la actividad patrocinada y una marca institucional y cómo el tipo de participación en el evento, género y exposición al mismo determinan respuestas diferentes. De las conclusiones es posible extraer una serie de consideraciones de interés para los gestores de marcas en el ámbito público de cara, al planteamiento de estrategias de comunicación efectivas que logren el posicionamiento deseado ante uno de sus principales grupos de interés: los ciudadanos residentes en el territorio de esa marca institucional. El estudio sobre el patrocinio en el ámbito deportivo se centra generalmente en el contexto empresarial y lucrativo, así como únicamente en los participantes; la investigación presentada aporta valor al analizar las percepciones desde la heterogeneidad de los públicos y en un ámbito público.
Cómo citar
Schlesinger, W., Cervera-Taulet, A., & Miquel-Romero, M. J. (2020). ¿Cómo marca el patrocinio de un evento deportivo de alta implicación a la marca patrocinadora? Aplicación al caso de instituciones públicas. Cuadernos De Gestión, 20(2), 123–148. https://doi.org/10.5295/cdg.191085ws
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Keywords
Gestión de marca, valor de marca, notoriedad, reputación, marca pública
References
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Aaker, D., 1991. Managing Brand Equity. NewYork: NY The Free Press,
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Biedenbach, G. y Marell, A., 2010. The impact of customer experience on brand equity in a business-to-business services setting, Journal of Brand Management, 17(6), 446-458.
Bornstein, R., 1989. Exposure and Affect: Overview and Meta-analysis of research, 1968-1987. Psychological Bulletin, 106, 265-289.
Calderón, H., Cervera, A. y Mollá, A., 1997. Brand Assessment: a key element of marketing strategy. The Journal of Product & Brand Management, 6 (5), 293-304.
Cervera Taulet, A., Barreda Tarrazona, R. y Vallet Bellmunt, T., 2010. La experimentación en Marketing, España: Netbiblo.
Cervera, A., Mollá, A. y Calderón, H., 2000. Market Orientation: A Framework for Public Institutions. Journal of Nonprofit & Public Sector Marketing, 7(1), 3-23.
Chavanat, N., Martinent, G. y Ferrand, A., 2010. Brand Images Causal Relationships in a Multiple Sport Event Sponsorship Context: Developing Brand Value through Association with Sponsees. European Sport Management Quarterly, 101, 49-74.
Chen, H., Reardon, R., Rea, C. y Moore, D., 1992. Forewarning of content and involvement: consequences for persuasion and resistance to persuasion. Journal of Experimental Social Psychology, 28, 523-541.
Cornwell, T. y Coote, L., 2005. Corporate sponsorship of a cause: the role of identification in purchase intent. Journal of Business Research, 583, 268-276.
Charlton, A. y Cornwell, T., 2019. Authenticity in Horizontal Marketing Partnerships: A Better Measure of Brand Compatability. Journal of Business Research, 100, 279–98.
Dekhil, F. y Desbordes, D., 2013. The Effect of Involvement, Emotion, and Exposure on Sponsor Recall and Recognition: An International Comparative Study at the FIFA 2006 World Cup, International Review of Management and Business Research, 2 (4), 862–77.
Du Plessis, E., 1994. Recognition versus recall. Journal of Advertising Research, 34 (Mayo/Junio), 3-15.
Eddy, T. y Cork, B., 2019. Sponsorship antecedents and outcomes in participant sport settings. International Journal of Sports Marketing and Sponsorship, 20 (1), 26-42.
Farquhar, P., 1989. Managing brand equity. Marketing Research, 1, 24-33.
Fombrun, C., 1996 Reputation: Realizing Value from the Corporate Image. Boston: Harvard Business School Press.
Fombrun, C. y Shanley, M., 1990. What’s in a name? Reputation building and corporate strategy. Academy of Management Journal, 33, 233-258.
Fuentes-Blasco, M., Moliner-Velázquez, B., y Gil-Saura, I., 2014. Effect of customer heterogeneity on the relationship satisfaction–loyalty. Revista Española de Investigación en Marketing ESIC, 182, 78–92.
Ganassali, S. y Didellon, L., 1996. Le transfert comme principe central du parrainage. Recherche et Applications en Marketing, 111, 37–48.
García de los Salmones, M., Herrero, Á. y Rodríguez del Bosque, I., 2005. Influence of corporate social responsibility on loyalty and valuation of services. Journal of Business Ethics, 614, 369-385.
Grohs, R. y Reisinger, H., 2014. Sponsorhip effects on brand image: the role of exposure and activity involvement. Journal of Business Research, 675, 1018-1025.
Gwinner, K., 1997. A model of image creation transfer in event sponsorship. International Marketing Review, 143, 145-15.
Gwinner, K. y Eaton, J., 1999. Building brand image through event sponsorship: The role of image transfer. Journal of Advertising, 28 (4), 47-57.
Hansen, F. y Scotwin, L., 1995. An experimental enquiry into sponsoring: What effects can be measured?. Marketing and Research Today, 23, 173–181.
Hoch, S. J. y Deighton, J., 1989. Managing what consumers learn from experience. Journal of Marketing, 53(2), 1-20.
Huertas, A., 2014. La comunicación de los territorios, los destinos y sus marcas. Guía práctica de aplicación desde las Relaciones Públicas, Barcelona: UOC.
Instituto Valenciano de Investigación Económica (IVIE), 2017. 37 Maratón Valencia Trinidad Alfonso EDF 2017, Impacto Económica y valoración de corredores, disponible en: https://www.valenciaciudaddelrunning.com/revistas/37-Maraton-Valencia-2017-ivie/ [Acceso 01 Mayo 2018].
Keller, K., 1993. Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 571, 1-22.
Keller, K., 2007. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 3ª Ed. NewYork: Prentice Hall.
Keller, K., 2016. Reflections on customer-based brand equity: Perspectives, progress, and priorities. AMS Review, 6(1), 1–16.
Ko, Y. y Kim, Y., 2014 Determinants of Consumers’ Attitudes Toward a Sport Sponsorship: A Tale from College Athletics. Journal of Nonprofit & Public Sector Marketing, 26(3), 185-207
Koo, G., Quarterman, J. y Flynn, L., 2006. Effect of Perceived Sport Event and Sponsor Image Fit On Consumers’ Cognition, Affect, and Behavioral intentions. Sport Marketing Quarterly, 15, 80-90.
Kubacki, K; Hurley, E. y Rundle-Thiele, S., 2018. A systematic review of sports sponsorship for public health and social marketing. Journal of Social Marketing, 8 (1), 24-39.
Küster, I., Vila, N., Aldás, J. y Rodríguez, C., 2009. Efecto del patrocinio de la Copa América en las percepciones de Luis Vuitton: Una perspectiva internacional. Universia Business Review, 22, 14-28
Kwon, J. y Chung, T., 2018. Relationships Among Attitude, Corporate Image, and Purchase Behavior in Korean Running Event. International Journal of Marketing Studies, 101, 82-89.
Lardinoit, T. y Derbaix, C., 2001. Sponsorship and recall of sponsors. Psychology and Marketing, 182,167-190.
Lassar, W., Mittal, B. y Sharma, A., 1995. Measuring customer-based brand equity. Journal of Consumer Marketing, 12, 11-19.
Leone, R., Rao, V., Keller, K., Luo, A. y McAlister, L., 2006. Linking Brand Equity to Customer Equity. Journal of Service Research, 9(2), 125-138.
Lord, K. y Burnkrant, R., 1993. Attention versus distraction: the interactive effect of program involvement and attentional devices on commercial processing. Journal of Advertising, 22, 47-60.
Maheswaran, D. y Meyers-Levy, J., 1990. The influence of message framing and is- sue involvement. Journal of Marketing Research, 27, 361-367.
Mano, H. y Oliver, R., 1993. Assessing the dimensionality and structure of the con- sumption experience: evaluation, feeling, and satisfaction. Journal of Consumer Research, 20, 451-466.
Mayer H. y Christner, B., 1991. Der Hitchcock-Effekt im Sponsoring. Eine psychologische Untersuchung zur Wirkung des Kultursponsorings. Jahrbuch der Absatz- und Verbrauchsforschung, 4, 347–360.
McDaniel, S., 1999. An investigation of match-up effects in sport sponsorship advertising. Psychology y Marketing, 162, pp. 163–184.
Meenaghan, T., 2013. Measuring sponsorship performance: challenge and direction. Psychology & Marketing, 30 (5), 385-393.
Nenonen, S., y Storbacka, K., 2010. Business model design: Conceptualizing net-worked value co-creation. International Journal of Quality and Service Sciences,2(1), 43–59.
Ökten, N.; Okan, E., Arslan, Ü. y Güngör, M., 2019. The effect of brand value on economic growth: a multinational analysis. European Research on Management and Business Economics, 25, 1-7.
O’Reilly, N. y Madill, J., 2009. Methods and metrics in sponsorship evaluation. Journal of Sponsorship, 2, 215-230.
O’Reilly, N., Deshpande, S., Faulkner, G., Latimer, A., Leblanc, A., Rhodes, R., Tremblay, M. y Werman, M., 2019. Sponsorship of cause-related sport events. Sport, Business and Management: An International Journal, (in press) https://doi.org/10.1108/SBM04-2018-0034.
Papadimitriou, D., Kaplanidou, K. y Papacharalampous, N., 2016. Sport event-sponsor fit and its effects on sponsor purchase intentions: a non-consumer perspective among athletes, volunteers and spectators. Journal of Business & Industrial Marketing 31(2), 247–259.
Pham M., 1992. Effects of Involvement, Arousal and Pleasure on the Recognition of Sponsorship Stimuli. Advances in Consumer Research, 19, 85-93
Picon-Berjoyo, A., Ruiz-Moreno, C., y Castro, I., 2016. A mediating and multi-group analysis of customer loyalty. European Management Journal, 346, 701–713.
Ramos, A., 2002. Modelos multidimensionales para la medición del valor de marca, Investigaciones Europeas de Dirección y Economía de la Empresa, 83, 13-44.
Real Federación Española de Atletismo (RFEA), 2017. Maratón español, enfoque mundial. Noticia Web 377/201, disponible en: http://www.rfea.es/web/noticias/desarrollo.asp?codigo=10367#.XNvjfI77SUk, [Acceso 15 Mayo 2019].
Rodgers, S., 2003. The Effects of Sponsor Relevance on Consumer Reactions to Internet Sponsorships. Journal of Advertising, 32 4, 67–76.
Seetharaman, A.; Mohd, Z.; Bin, A. y Gunalan, S., 2001. A conceptual study on brand valuation. Journal of Product & Brand Management. 104, 243 - 256.
Scheinbaum, A.; Lacey, R. y Drumwright, M., 2019. Social responsibility and event-sponsor portfolio fit: Positive outcomes for events and brand sponsors. European Journal of Marketing, 53 (2), pp.138-163.
Schlesinger, M. y Alvarado, A., 2009. Imagen y reputación corporativa: Estudio empírico de operadoras de telefonía en España. Teoría y Praxis, 6, 9-29.
Schlesinger, W., Alvarado, A. y Martí, J., 2012. Patrocinio deportivo: la implicación del espectador y sus efectos en la identificación y lealtad. Cuadernos de gestión, 12 (2), 59-76.
Shin, H., Lee, H. y Perdue, R., 2018. The congruity effects of commercial brand sponsorship in a regional event. Tourism Management, 67, 168-179.
Simmons, C. y Becker-Olsen, K., 2006. Achieving marketing objectives through social sponsorships. Journal of Marketing, 70 (4), 154-169.
Smith, G., 2004. Brand image transfer through sponsorship: A consumer learning perspective. Journal of Marketing Management, 20, 457-474.
Sponsorship Report 2017. Statista, disponible en http://www.sponsorship.com/Report/2018/01/08/Signs-Point-To-Healthy-Sponsorship-Spending-In-201.aspx [Acceso 30 Mayo 2019].
Tsordia, Ch., Papadimitriou, D. y Parganas, P., 2018. The influence of sport sponsorship on brand equity and purchase behavior. Journal of Strategic Marketing, 26(1), 85-105.
Walliser, B., 2003. An international review of sponsorship research: extension and update. International Journal of Advertising, 22, 1, 5–40.
Walraven, M., Koning, R., Bijmolt, T. y Los, B., 2016. Benchmarking sports sponsorship performance: efficiency assessment with data envelopment analysis. Journal of Sport Management, 30 (4), 411-426.
Zaichkowsky, J., 1986. Conceptualizing Involvement. Journal of Advertising, 15 (2), 4-34.
Zauner, A., Koller, M. y Fink, M., 2012. Sponsoring, brand value and social media. Revista de Administração de Empresas, 526, 681-691.
Zeithaml, V., 1988. Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidenc. Journal of Marketing, 52, 2-2.
Aaker, D., 1991. Managing Brand Equity. NewYork: NY The Free Press,
Ahearne, M., Bhattacharya, C. y Gruen, T., 2005. Antecedents and consequences of customer-company identification: expanding the role of relationship marketing. Journal of Applied Psychology, 903, 574-85.
Barómetro Patrocinio Deportivo, 2017. SPSG Consulting disponible en: http://itemsweb.esade.edu/wi/Prensa/ESADE_Barometro_Patrocinio_Deportivo_2017.pdf [Acceso 04 Junio 2018].
Biedenbach, G. y Marell, A., 2010. The impact of customer experience on brand equity in a business-to-business services setting, Journal of Brand Management, 17(6), 446-458.
Bornstein, R., 1989. Exposure and Affect: Overview and Meta-analysis of research, 1968-1987. Psychological Bulletin, 106, 265-289.
Calderón, H., Cervera, A. y Mollá, A., 1997. Brand Assessment: a key element of marketing strategy. The Journal of Product & Brand Management, 6 (5), 293-304.
Cervera Taulet, A., Barreda Tarrazona, R. y Vallet Bellmunt, T., 2010. La experimentación en Marketing, España: Netbiblo.
Cervera, A., Mollá, A. y Calderón, H., 2000. Market Orientation: A Framework for Public Institutions. Journal of Nonprofit & Public Sector Marketing, 7(1), 3-23.
Chavanat, N., Martinent, G. y Ferrand, A., 2010. Brand Images Causal Relationships in a Multiple Sport Event Sponsorship Context: Developing Brand Value through Association with Sponsees. European Sport Management Quarterly, 101, 49-74.
Chen, H., Reardon, R., Rea, C. y Moore, D., 1992. Forewarning of content and involvement: consequences for persuasion and resistance to persuasion. Journal of Experimental Social Psychology, 28, 523-541.
Cornwell, T. y Coote, L., 2005. Corporate sponsorship of a cause: the role of identification in purchase intent. Journal of Business Research, 583, 268-276.
Charlton, A. y Cornwell, T., 2019. Authenticity in Horizontal Marketing Partnerships: A Better Measure of Brand Compatability. Journal of Business Research, 100, 279–98.
Dekhil, F. y Desbordes, D., 2013. The Effect of Involvement, Emotion, and Exposure on Sponsor Recall and Recognition: An International Comparative Study at the FIFA 2006 World Cup, International Review of Management and Business Research, 2 (4), 862–77.
Du Plessis, E., 1994. Recognition versus recall. Journal of Advertising Research, 34 (Mayo/Junio), 3-15.
Eddy, T. y Cork, B., 2019. Sponsorship antecedents and outcomes in participant sport settings. International Journal of Sports Marketing and Sponsorship, 20 (1), 26-42.
Farquhar, P., 1989. Managing brand equity. Marketing Research, 1, 24-33.
Fombrun, C., 1996 Reputation: Realizing Value from the Corporate Image. Boston: Harvard Business School Press.
Fombrun, C. y Shanley, M., 1990. What’s in a name? Reputation building and corporate strategy. Academy of Management Journal, 33, 233-258.
Fuentes-Blasco, M., Moliner-Velázquez, B., y Gil-Saura, I., 2014. Effect of customer heterogeneity on the relationship satisfaction–loyalty. Revista Española de Investigación en Marketing ESIC, 182, 78–92.
Ganassali, S. y Didellon, L., 1996. Le transfert comme principe central du parrainage. Recherche et Applications en Marketing, 111, 37–48.
García de los Salmones, M., Herrero, Á. y Rodríguez del Bosque, I., 2005. Influence of corporate social responsibility on loyalty and valuation of services. Journal of Business Ethics, 614, 369-385.
Grohs, R. y Reisinger, H., 2014. Sponsorhip effects on brand image: the role of exposure and activity involvement. Journal of Business Research, 675, 1018-1025.
Gwinner, K., 1997. A model of image creation transfer in event sponsorship. International Marketing Review, 143, 145-15.
Gwinner, K. y Eaton, J., 1999. Building brand image through event sponsorship: The role of image transfer. Journal of Advertising, 28 (4), 47-57.
Hansen, F. y Scotwin, L., 1995. An experimental enquiry into sponsoring: What effects can be measured?. Marketing and Research Today, 23, 173–181.
Hoch, S. J. y Deighton, J., 1989. Managing what consumers learn from experience. Journal of Marketing, 53(2), 1-20.
Huertas, A., 2014. La comunicación de los territorios, los destinos y sus marcas. Guía práctica de aplicación desde las Relaciones Públicas, Barcelona: UOC.
Instituto Valenciano de Investigación Económica (IVIE), 2017. 37 Maratón Valencia Trinidad Alfonso EDF 2017, Impacto Económica y valoración de corredores, disponible en: https://www.valenciaciudaddelrunning.com/revistas/37-Maraton-Valencia-2017-ivie/ [Acceso 01 Mayo 2018].
Keller, K., 1993. Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 571, 1-22.
Keller, K., 2007. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 3ª Ed. NewYork: Prentice Hall.
Keller, K., 2016. Reflections on customer-based brand equity: Perspectives, progress, and priorities. AMS Review, 6(1), 1–16.
Ko, Y. y Kim, Y., 2014 Determinants of Consumers’ Attitudes Toward a Sport Sponsorship: A Tale from College Athletics. Journal of Nonprofit & Public Sector Marketing, 26(3), 185-207
Koo, G., Quarterman, J. y Flynn, L., 2006. Effect of Perceived Sport Event and Sponsor Image Fit On Consumers’ Cognition, Affect, and Behavioral intentions. Sport Marketing Quarterly, 15, 80-90.
Kubacki, K; Hurley, E. y Rundle-Thiele, S., 2018. A systematic review of sports sponsorship for public health and social marketing. Journal of Social Marketing, 8 (1), 24-39.
Küster, I., Vila, N., Aldás, J. y Rodríguez, C., 2009. Efecto del patrocinio de la Copa América en las percepciones de Luis Vuitton: Una perspectiva internacional. Universia Business Review, 22, 14-28
Kwon, J. y Chung, T., 2018. Relationships Among Attitude, Corporate Image, and Purchase Behavior in Korean Running Event. International Journal of Marketing Studies, 101, 82-89.
Lardinoit, T. y Derbaix, C., 2001. Sponsorship and recall of sponsors. Psychology and Marketing, 182,167-190.
Lassar, W., Mittal, B. y Sharma, A., 1995. Measuring customer-based brand equity. Journal of Consumer Marketing, 12, 11-19.
Leone, R., Rao, V., Keller, K., Luo, A. y McAlister, L., 2006. Linking Brand Equity to Customer Equity. Journal of Service Research, 9(2), 125-138.
Lord, K. y Burnkrant, R., 1993. Attention versus distraction: the interactive effect of program involvement and attentional devices on commercial processing. Journal of Advertising, 22, 47-60.
Maheswaran, D. y Meyers-Levy, J., 1990. The influence of message framing and is- sue involvement. Journal of Marketing Research, 27, 361-367.
Mano, H. y Oliver, R., 1993. Assessing the dimensionality and structure of the con- sumption experience: evaluation, feeling, and satisfaction. Journal of Consumer Research, 20, 451-466.
Mayer H. y Christner, B., 1991. Der Hitchcock-Effekt im Sponsoring. Eine psychologische Untersuchung zur Wirkung des Kultursponsorings. Jahrbuch der Absatz- und Verbrauchsforschung, 4, 347–360.
McDaniel, S., 1999. An investigation of match-up effects in sport sponsorship advertising. Psychology y Marketing, 162, pp. 163–184.
Meenaghan, T., 2013. Measuring sponsorship performance: challenge and direction. Psychology & Marketing, 30 (5), 385-393.
Nenonen, S., y Storbacka, K., 2010. Business model design: Conceptualizing net-worked value co-creation. International Journal of Quality and Service Sciences,2(1), 43–59.
Ökten, N.; Okan, E., Arslan, Ü. y Güngör, M., 2019. The effect of brand value on economic growth: a multinational analysis. European Research on Management and Business Economics, 25, 1-7.
O’Reilly, N. y Madill, J., 2009. Methods and metrics in sponsorship evaluation. Journal of Sponsorship, 2, 215-230.
O’Reilly, N., Deshpande, S., Faulkner, G., Latimer, A., Leblanc, A., Rhodes, R., Tremblay, M. y Werman, M., 2019. Sponsorship of cause-related sport events. Sport, Business and Management: An International Journal, (in press) https://doi.org/10.1108/SBM04-2018-0034.
Papadimitriou, D., Kaplanidou, K. y Papacharalampous, N., 2016. Sport event-sponsor fit and its effects on sponsor purchase intentions: a non-consumer perspective among athletes, volunteers and spectators. Journal of Business & Industrial Marketing 31(2), 247–259.
Pham M., 1992. Effects of Involvement, Arousal and Pleasure on the Recognition of Sponsorship Stimuli. Advances in Consumer Research, 19, 85-93
Picon-Berjoyo, A., Ruiz-Moreno, C., y Castro, I., 2016. A mediating and multi-group analysis of customer loyalty. European Management Journal, 346, 701–713.
Ramos, A., 2002. Modelos multidimensionales para la medición del valor de marca, Investigaciones Europeas de Dirección y Economía de la Empresa, 83, 13-44.
Real Federación Española de Atletismo (RFEA), 2017. Maratón español, enfoque mundial. Noticia Web 377/201, disponible en: http://www.rfea.es/web/noticias/desarrollo.asp?codigo=10367#.XNvjfI77SUk, [Acceso 15 Mayo 2019].
Rodgers, S., 2003. The Effects of Sponsor Relevance on Consumer Reactions to Internet Sponsorships. Journal of Advertising, 32 4, 67–76.
Seetharaman, A.; Mohd, Z.; Bin, A. y Gunalan, S., 2001. A conceptual study on brand valuation. Journal of Product & Brand Management. 104, 243 - 256.
Scheinbaum, A.; Lacey, R. y Drumwright, M., 2019. Social responsibility and event-sponsor portfolio fit: Positive outcomes for events and brand sponsors. European Journal of Marketing, 53 (2), pp.138-163.
Schlesinger, M. y Alvarado, A., 2009. Imagen y reputación corporativa: Estudio empírico de operadoras de telefonía en España. Teoría y Praxis, 6, 9-29.
Schlesinger, W., Alvarado, A. y Martí, J., 2012. Patrocinio deportivo: la implicación del espectador y sus efectos en la identificación y lealtad. Cuadernos de gestión, 12 (2), 59-76.
Shin, H., Lee, H. y Perdue, R., 2018. The congruity effects of commercial brand sponsorship in a regional event. Tourism Management, 67, 168-179.
Simmons, C. y Becker-Olsen, K., 2006. Achieving marketing objectives through social sponsorships. Journal of Marketing, 70 (4), 154-169.
Smith, G., 2004. Brand image transfer through sponsorship: A consumer learning perspective. Journal of Marketing Management, 20, 457-474.
Sponsorship Report 2017. Statista, disponible en http://www.sponsorship.com/Report/2018/01/08/Signs-Point-To-Healthy-Sponsorship-Spending-In-201.aspx [Acceso 30 Mayo 2019].
Tsordia, Ch., Papadimitriou, D. y Parganas, P., 2018. The influence of sport sponsorship on brand equity and purchase behavior. Journal of Strategic Marketing, 26(1), 85-105.
Walliser, B., 2003. An international review of sponsorship research: extension and update. International Journal of Advertising, 22, 1, 5–40.
Walraven, M., Koning, R., Bijmolt, T. y Los, B., 2016. Benchmarking sports sponsorship performance: efficiency assessment with data envelopment analysis. Journal of Sport Management, 30 (4), 411-426.
Zaichkowsky, J., 1986. Conceptualizing Involvement. Journal of Advertising, 15 (2), 4-34.
Zauner, A., Koller, M. y Fink, M., 2012. Sponsoring, brand value and social media. Revista de Administração de Empresas, 526, 681-691.
Zeithaml, V., 1988. Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidenc. Journal of Marketing, 52, 2-2.
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