Implicación y lealtad de los corredores en la efectividad del patrocinio - El caso de las carreras de atletismo
Resumen
Correr es una actividad física de ocio popular y conveniente. La distancia más popular son los 5 km que acumularon 8,9 millones de registros en 2018. Las inversiones de empresas en patrocinio en todo el mundo superaron los $ 65 mil millones. Aumentar el conocimiento de la marca es uno de los principales objetivos para que las empresas se involucren en los patrocinios. La mayor parte de la investigación sobre el patrocinio no se ha realizado desde la perspectiva del deporte basado en la participación, existen resultados contradictorios y no se ha evaluado la dependencia entre la tasa de reconocimiento de la marca del patrocinador y la distancia de la carrera, ni la dependencia de la lealtad a la carrera. Mostrar los efectos de la distancia de la carrera, la implicación y la lealtad a la carrera en las tasas de reconocimiento de la marca de los patrocinadores en los corredores. Una muestra de 736 corredores de una de las carreras atléticas más populares de Portugal completaron un cuestionario. Se realizó una prueba de Chi-cuadrado y una prueba T para evaluar las diferencias entre los grupos de corredores. El grupo de corredores que completaron la carrera de 5 km mostró mejores resultados en la tasa de reconocimiento de marca patrocinadora. Los corredores con un bajo nivel de implicación con la carrera mostraron resultados superiores, y no se encontraron diferencias significativas entre grupos con diferentes niveles de lealtad a la carrera en el desempeño de la tasa de reconocimiento de la marca patrocinadora. El patrocinio de la carrera de atletismo, deporte basado en la participación masiva, es una herramienta impresionante para dar a conocer la marca de los patrocinadores.
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