Sports sponsorship: spectator´s involvement and the effects on the identification and loyalty
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Published
18-09-2018
María Waleska Schlesinger
Alejandro Alvarado Herrera
José Martí Parreño
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 favorite 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.
How to Cite
Schlesinger, M. W., Alvarado Herrera, A., & Martí Parreño, J. (2018). Sports sponsorship: spectator´s involvement and the effects on the identification and loyalty. Cuadernos De Gestión, 12(2), 59–76. https://doi.org/10.5295/cdg.110292ms
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Keywords
Sport marketing, consumer behaviour, loyalty, identification, domain involvement
References
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FORNELl, C. y LARCKER, D. (1981): “Evaluating structural equations models with unobservable variables and measurement error”. Journal of Marketing Research, 18, 39-50.
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GREENWALD, A. y LEAVITT, C. (1984): “Audience Involvement in Advertising: Four Levels,” Journal of Consumer Research, 11 (Junio), 581-592.
GREENWOOD, P.; KANTERS, M. y CASPER, J. (2006): “Sport Fan Team Identification Formation in Mid-Level Professional Sport”, European Sport Management Quarterly, 6:3, 253-265.
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JONES, I. (1997): A further examination of the factors influencing current identification with a sports team, a response to Wann et al. (1996) Perceptual and Motor Skills, 85, 257-258.
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ARGUS, K.; FARRELY, F. y QUESTER, P. (2004): “A new modelo of fan loyalty: emotionally bonded involvement”, proceedings de ANZMAC 2004, Nueva Zelanda del 29 de noviembre al 01 de diciembre 2004.
ASHFORTH, B. y MAEl, F. (1989): “Social Identity Theory and the Organization”, The Academy of Management Rewiew, Vol. 14(1), pp.20-39.
ASSAEL, H. (1987): Consumer behaviour and marketing action. New York: Wadsworth.
BAGOZZI, R. y DHOLAKIA, U. (2006): “Antecedents and purchase consequences of customer participation in small group brand communities”, International Journal of Research in Marketing, 23(1), 45-61.
BAGOZZI, R. y YI, Y. (1988): “On the evaluation of Structural Equation Models”, Journal of the Academy of Marketing Science, Vol. 16, núm. 1, pp. 74-94.
BATESON, J. y HOFFMAN, K., (1999): Managing services marketing. Texts and readings, The Dryden Press, 4a edición.
BEECH, J., y CHADWICK S., (2004): “The Business of Sport Management”, Prentice Hall, Financial Times, Harlow, England.
BERGAMI, M. y BAGOZZI, R. (2000): “Self-categorization, affective commitment and group selfesteem as distinct aspects of social identity in the organization”, British Journal of Social Psychology, 39, 555-577.
BHATTACHARYA, C. y ELSBACH, K. (2002): “Us versus them: the roles of organizational identification and disidentification in social marketing initiatives”. Journal of Public Policy & Marketing, 21: 1, 26-36.
BHATTACHARYA, C. y SEN, S. (2003): “Consumer-Company Identification: A Framework for Understaning Consumers’ Relationships with Companies”, Journal of Marketing, Vol. 67(2), pp.76-88.
BHATTACHARYA, C.; RAO, H. y GLYNN, M. (1995): “Understanding the Bond of Identification: An Investigation of Its Correlates Art Museum members”, Journal of Marketing, Vol. 59(4), pp.46-57.
CAPELLA, M. (2002): “Measuring Sports Fans’ Involvement: The Fan Behavior Questionnaire”, Southern Business Review, Spring 2002, 30-36.
CARMELI, G. y WEISBERG, J. (2006): “Perceived External Prestige, Organizational Identification and Affective Commitment: A Stakeholder Approach”, Corporation Reputation Review, Vol. 9 (1), pp. 92 – 104.
CHADWICK, S. y THWAITES, D. (2005): Managing Sport Sponsorship Programs: Lessons from a Critical Assessment of English Soccer, Journal of Advertising Research, Septiembre; pp. 328-338
CHAUDHURI, A. (2000): “A macro analysis of the relationship of product involvement and information search: the role of risk”, Journal of Marketing Theory and Practice, Vol. 8, Nº 1, invierno, pp. 1-15.
CLIFFE, S. y MOTION, J. (2005): “Building contemporary brands: a sponsorship-based strategy”, Journal of Business Research, 58:8, pp. 1068-1077
CORNWELL, B. (1995): “Sponsorship-linked Marketing Development.” Sports Marketing Quarterly, 4 (4), 13–24.
CRONBACH, L. (1951): “Coefficient alpha and the internal structure of tests”. Psychometrika, 16, 297-334.
DAY, E.; ROYNE, M. y CAMACHO, A., (1995): “Opportunities for involvement research: a scale development approach”, Journal of advertising, Vol. 24, Nº 3, otoño, pp. 69-75.
DHOLAKIA, U.; BAGOZZI, R. y PEARO, L. (2004): “A social influence model of consumer participation in networkand small group-based virtual communities”, International Journal of Research in Marketing, 21(3), 241-263.
DIAMOND, W. y KASHYAP, R. (1997): “Extending models of prosocial behavior to explain university alumni contributions”, Journal of Applied Social Psychology, 27(10), 915-928.
DUKERICH, J.; GOLDEN, B. y SHORTELL, S. (2002): “Beauty is in the Eye of the Beholder: The Impact of Organizational Identification, Identity, and Image on the Cooperative Behaviors of Physicians”. Administrative Science Quarterly, 47, 507-533.
ESTÉVEZ, J. (1986): “El espectáculo deportivo”. Acta Congreso Mundial de Educación Física y Deporte, Madrid 1986.
EVRARD, Y. y AURIER, P., (1996): “Identification and validation of the components of the personobject relationship”, Journal of business research, Vol. 37, pp. 127-134.
FARRELLY, F. y QUESTER, P. G. (2003): What Drives Renewal of Sponsorship Principal/Agent Relationships?”, Journal of Advertising Research, diciembre, pp. 353-360
FINK, J.; TRAIL, G. y ANDERSON, D. (2002): An examination of team identification: which motives are most salient to the existence?, International Sports Journal, 6(2), 195-207.
FISHER, R. y WAKEFIELD, K. (1998): “Factors leading to group identification: a field study of winners and losers”, Journal of Psychology & Marketing, Vol. 15, Enero, 23-40.
FORNELl, C. y LARCKER, D. (1981): “Evaluating structural equations models with unobservable variables and measurement error”. Journal of Marketing Research, 18, 39-50.
GABBOTT, M. y HOGG, G., (1994): “Consumer behaviour and services: a review”, Journal of marketing management, Vol. 10, Nº 5, pp. 311-324.
GALVÁN, I. y GONZÁLEZ, J. (2003): El espectáculo deportivo y el espectador, simbiosis de relaciones psicosociales, Lecturas: Educación física y deportes, Nº. 64, 2003
GARCÍA, M. y LLOPIS, R. (2006): “Encuesta de hábitos deportivos de los Españoles 2005”, Consejo Superior de Deportes, disponible en http://www.csd.mec.es/csd/sociedad/encuesta-de-habitos-deportivos/encuesta-de-habitos-deportivos (revisado el 6.08.10)
GREENWALD, A. y LEAVITT, C. (1984): “Audience Involvement in Advertising: Four Levels,” Journal of Consumer Research, 11 (Junio), 581-592.
GREENWOOD, P.; KANTERS, M. y CASPER, J. (2006): “Sport Fan Team Identification Formation in Mid-Level Professional Sport”, European Sport Management Quarterly, 6:3, 253-265.
GWINNER, K. y SWANSON, C. (2003): “A model of fan identification: antecedents and sponsorship outcomes”. The Journal of Services Marketing, 17: 2/3, 275-294.
HAIR, J.; BLACK, W.; BABIN, B.; ANDERSON, R. y TATHAM, R. (2005): Multivariate Data Analysis. Ed. Prentice Hall, New Jersey.
HEINEMANN, K. (1994): “El deporte como consumo”, Apuntes, 37, pp. 49-56.
HUP, S. (2006): “Organizational identification and commitment of members of a human development organization”, Journal of Management Development, Vol. 25 (3), pp. 249-268.
JONES, I. (1997): A further examination of the factors influencing current identification with a sports team, a response to Wann et al. (1996) Perceptual and Motor Skills, 85, 257-258.
KIM, Y.; WALSH, P. y ROSS, S. (2008): “An Examination of the Psychological and Consumptive Behaviours of Sport Video Gamers”, Sport Marketing Quarterly, 2008, 17, Vol. 1, 44-53,
KNOX, S. y WALKER, D. (1995): “Empirical Developments in The Measurement Of Involvement, Brand Loyalty and Their Structural relationships in grocery markets”, Cranfield University, 38 pgs.
KNOX, S. y WALKER, D. (2003): “Empirical developments in the measurement of involvement, brand loyalty and their relationship in grocery markets”, Journal of Strategic Marketing, Volume 11, Issue 4 December 2003, pages 271 – 286.
KRUGMAN, H. (1962): “An Application of Learning Theory to TV Copy Testing”, Public Opinion Quarterly, 26, 626-634
LAROCHE, M.; BERGERON, J. y GOUTLAND, C. (2003): “How intangibility affects perceived risk. the moderating role of knowledge and involvement”, Journal of services marketing, Vol. 17, Nº 3, pp. 122-140.
LASCU, D.; GIESE, T.; TOOLAN, C.; GUEHRING, B. y MERCER, J. (1995): “Sport involvement: a relevant individual difference factor in spectator sports”, Sport Marketing Quarterly, Vol. 4 (4), 41-46.
LAURENT, G. y KAPFERER, J., (1985): “Measuring consumer involvement profiles”, Journal of marketing research, Vol. 22, Nº 1, febrero, pp. 41-53.
LAVERIE, D. y ARNETT, D. (2000): “Factors affecting fan attendance: The influence of identity salience and satisfaction”, Journal of Leisure Research 32(2), 225-246.
MADRIGAL, R. (1995): “Cognitive and affective determinants of fan satisfaction with sporting event attendance”, Journal of Leisure Research, 27, 205_227.
MAEL, F. y ASHFORTH, B. (1992): “Alumni and their alma mater: a partial test of the reformulated model of organizational identification”, Journal of Organizational Behavior, Vol. 13 Nº.2, pp.103-23.
MAHESWARAN, D. y STERNTHAL, B., (1990): “The effects of knowledge, motivation and type of message on ad processing and product judgements”, Journal of consumer research, Vol. 17, junio, pp. 66-73.
MAHONY, D.; NAKAZAWA, M.; FUNK, D.; JAMES, J. y GLADDEN, J. (2002): “Motivational Factors Influencing the Behaviour of J. League Spectators”, Sport Management Review, Vol. 5, pp.1-24.
MARÍN, L. y RUIZ, S. (2007a): “La identificación del consumidor con la empresa: más allá del marketing de relaciones”, Universia Business Review, 62-75.
MARÍN, L. y RUIZ, S. (2007b): “I need you too! Corporate identity attractiveness for consumers and the role of social responsibility”. Journal of Business Ethics, 71(3): 245-260.
MARTÍN, C. (1998): “Relationship marketing: a high-involvement product attribute approach”, Journal of product & brand management, Vol. 7, Nº 1, pp. 6-26.
MITTAL, B. (1989): “A theoretical analysis of two recent measures of involvement”, en Advances in consumer research, vol. 16, editado por T.K. Srull, Provo (UT), Association for consumer research, pp. 697-702.
OLIVER, R. (1999): “Whence Consumer Loyalty?” Journal of Marketing, Vol.63, pp.33-44.
O’REILLY, N. y HARRISON, M. (2005): “Sponsorship Management: A Status Report”, The Sport Journal, 8:4, (otoño),
PARK, S-H. (1996): “Relationship Between Involvement and Attitudinal Loyalty Constructs in Adult Fitness Programs”, Journal of Leisure Research, 28(4), 233-250.
PEASE, D. y ZHANG, J. (1996): “Differentiation of fan psychology with respect to sociodemographic backgrounds of NBA spectators”, Research Quarterly for Exercise and Sport, 67, A100.
PÉREZ, C. (2006): “La implicación del consumidor en la adquisición de bienes y servicios”, Revista ESIC Market, Nº. 123, 93-113.
QUESTER, P. y LIM, A., (2003): “Product involvement/brand loyalty: is there a link?”, Journal of product and brand management, Vol. 12, Nº 1, pp. 22-38.
REINECKE, L. y GOLDSMITH, R. (1993): “Application of the personal involvement inventory in marketing’, Psychology & marketing, Vol. 10, Nº 4, julio/agosto, pp. 357-366.
RUYTER, K. y WETZELS, M. (2000): “With a little help from my fans- Extending models of pro-social behaviour to explain supporters´ intentions to buy soccer club shares”, Journal of Economic Psychology, 21, 387-409.
SHAMIR, B. (1988): Commitment and leisure. Sociological Perspectives, 31, 238-258.
SHANK, M. y BEASLEY, F. (1998): “Fan or fanatic: Refining a measure of sports Involvement”, Journal of Sport Behaviour, 21(4), 435-443.
SHUI-LIEN, L.; CHIH-HUNG, M.; MING-SUNG, J. y KUNTJARA, H. (2008): “Consumer involvement and brand loyalty in services: evidence from the commercial airline industry in Taiwan”, International Journal of Services and Standards 2008 - Vol. 4, Nº 4 pp. 437 - 452.
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