Patrocinio deportivo: la implicación del espectador y sus efectos en la identificación y lealtad
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Publicado
18-09-2018
María Waleska Schlesinger
Alejandro Alvarado Herrera
José Martí Parreño
Resumen
El patrocinio deportivo ha experimentado un importante crecimiento en los últimos años siendo utilizado por algunas marcas como herramienta clave de sus comunicaciones de marketing e incluso de su posicionamiento. El presente estudio tiene como principal objetivo analizar la influencia de la implicación del espectador de un campeonatodeportivo de primer nivel -campeonato de motociclismo MotoGP- en su identificación y lealtad hacia su deportista favorito. La capacidad de los directivos para generar beneficios provenientes de los stakeholders tales como los patrocinantes y medios de comunicación está relacionada directamente con el tamaño de los espectadores identificados y leales a un deportista o equipo, de ahí la importancia en este ámbito de esas variables. Una investigación empírica de sección transversal, fundamentada en la literatura sobre la implicación del consumidor y su relación con la lealtad y la identificación, sirve de base para contrastar, mediante el uso de técnicas de análisis de estructuras de covarianzas, el modelo teórico propuesto. Los resultados del estudio revelan que la implicación del consumidor con un deporte influye directa, positiva y significativamente tanto en su identificación como en su lealtad hacia su piloto favorito. En este artículo se presentan también las implicaciones para la praxis comercial de los hallazgos y se proponen futuras líneas de investigación.
Cómo citar
Schlesinger, M. W., Alvarado Herrera, A., & Martí Parreño, J. (2018). Patrocinio deportivo: la implicación del espectador y sus efectos en la identificación y lealtad. Cuadernos De Gestión, 12(2), 59–76. https://doi.org/10.5295/cdg.110292ms
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Keywords
Patrocinio deportivo, comportamiento del consumidor, lealtad, identificación, implicación
References
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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.
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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
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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.
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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.
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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.
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.
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