Determinantes de la eficacia del patrocinio en las carreras de atletismo
DOI:
https://doi.org/10.47197/retos.v79.117433Palabras clave:
Atletismo, atribuciones motivadoras, congruencia, implicación, patrocinio deportivoResumen
Introducción: Las carreras de atletismo se celebran en pleno espacio público y gozan de gran visibilidad. Los organizadores se benefician de la colaboración con empresas patrocinadoras que buscan resultados en la promoción y venta de sus marcas.
Objetivo: Probar un modelo conceptual para explicar los efectos del patrocinio en los corredores. Se utilizaron como variables determinantes la implicación en la carrera, los motivos altruistas percibidos, el reconocimiento de la marca y la congruencia percibida.
Metodología: Nuestra investigación se basa en una perspectiva centrada en el corredor. Una muestra de 736 corredores de una de las carreras de atletismo más populares de Portugal rellenó un cuestionario. Se llevó a cabo un análisis de Modelos de Ecuaciones Estructurales para probar el modelo y las hipótesis.
Resultados: El modelo explicó el 49 % de las actitudes hacia los patrocinadores y el 15 % de las intenciones de compra de los corredores. Los factores con mayor impacto fueron el reconocimiento de marca y los motivos altruistas percibidos del patrocinador. La participación en carreras no tuvo un efecto significativo en la actitud hacia la empresa patrocinadora.
Discusión: Esta investigación demuestra el papel que desempeñan las percepciones de las motivaciones altruistas de los patrocinadores en la formación de respuestas favorables a las empresas patrocinadoras y en la intención de los corredores de comprar productos de los patrocinadores.
Conclusiones: Se han demostrado los efectos del patrocinio de carreras de atletismo en los corredores. Este estudio ofrece importantes implicaciones para los organizadores de carreras y las empresas patrocinadoras.
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