How to Improve Sports Fans’ Attitudes Toward the Sponsor Through Brand Management? A PLS and QCA Approach

IF 1.2 Q3 HOSPITALITY, LEISURE, SPORT & TOURISM

Physical Culture and Sport Studies and Research Pub Date : 2023-07-15 DOI:10.2478/pcssr-2023-0019

M. A. Dos-Santos, M. Alguacil, Carlos Pérez-Campos, Franklin Velasco-Vizcaíno

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引用次数: 1

Abstract

Abstract The aim of the article is to explain attitudes towards the sponsors of a sporting event from brand management, especially considering the perceptions of congruence with the sponsor, quality, value, and two less common variables of innovation and popularity. The analysis has been carried out using two methodological approaches: a Partial Least Squares (PLS) model and a Qualitative Comparative Analysis (QCA). PLS results indicate that congruence, innovation and popularity significantly predict attitudes towards the sponsor, explaining up to 61% of it. On the other hand, QCA analysis shows nine interactions capable of producing the expected result, where congruence, quality innovation and popularity have shown a relevant role. This study has implications at a theoretical and practical level, contributing to understanding consumer behaviour in the context of sporting events and providing marketing managers with valuable information to help improve the performance of their sponsorships.

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如何通过品牌管理改善体育迷对赞助商的态度?PLS和QCA方法

本文的目的是从品牌管理的角度解释对体育赛事赞助商的态度，特别是考虑到与赞助商、质量、价值以及两个不太常见的变量创新和知名度的一致性的看法。分析采用了两种方法学方法:偏最小二乘(PLS)模型和定性比较分析(QCA)。PLS结果表明，一致性、创新和受欢迎程度显著预测对赞助商的态度，解释高达61%。另一方面，QCA分析显示了能够产生预期结果的九个相互作用，其中一致性，质量创新和受欢迎程度显示出相关作用。本研究具有理论和实践层面的意义，有助于理解体育赛事背景下的消费者行为，并为营销经理提供有价值的信息，以帮助提高他们的赞助绩效。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Physical Culture and Sport Studies and Research HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

2.10

自引率

0.00%

发文量

审稿时长

4 weeks

期刊介绍： Physical Culture and Sport. Studies and Research is directed to the representatives of the social sciences of sport (philosophers, sociologists, psychologists, pedagogues, managers of sport, and theoreticians of sport from particular or general point of view). The main goal of the journal is to present the most current (and only the best) papers from European, Western and Eastern countries of the world. It focuses on symbolic, axiological, and comparative aspects of contemporary sport. We dedicated this journal to humanists, social researchers, students, and practitioners.