Determinantes da eficácia do patrocínio nas corridas de atletismo
DOI:
https://doi.org/10.47197/retos.v79.117433Palavras-chave:
Atletismo, congruência, envolvimento, atribuições de motivos, patrocínio desportivoResumo
Introdução: As corridas de atletismo são realizadas em espaços públicos e gozam de grande visibilidade. Os organizadores beneficiam da colaboração com empresas patrocinadoras que procuram resultados na promoção e venda das suas marcas.
Objectivo: Testar um modelo conceptual para explicar os efeitos do patrocínio nos corredores. As variáveis determinantes utilizadas foram o envolvimento na corrida, a perceção de motivações altruístas, o reconhecimento da marca e a perceção de congruência.
Metodologia: A nossa investigação baseia-se numa perspectiva centrada no corredor. Uma amostra de 736 corredores de uma das provas de atletismo mais populares em Portugal respondeu a um questionário. A Modelação de Equações Estruturais foi utilizada para testar o modelo e as hipóteses.
Resultados: O modelo explicou 49% das atitudes dos corredores em relação aos patrocinadores e 15% das suas intenções de compra. Os fatores com maior impacto foram o reconhecimento da marca e a perceção de motivações altruístas do patrocinador. A participação na corrida não teve um efeito significativo nas atitudes em relação à empresa patrocinadora.
Discussão: Esta pesquisa demonstra o papel que a perceção das motivações altruístas dos patrocinadores desempenha na formação de respostas favoráveis às empresas patrocinadoras e na intenção dos corredores em adquirir produtos dos patrocinadores.
Conclusões: Foram demonstrados os efeitos do patrocínio de corridas desportivas nos corredores. Este estudo oferece implicações importantes para os organizadores de corridas e empresas patrocinadoras.
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