El nivel de implicación del consumidor con el deporte y su influencia sobre la imagen del esponsor y el evento, y la intención de compra en el patrocinio deportivo
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En esta investigación, tenemos la intención de demostrar la influencia de la participación del consumidor con el deporte sobre una mayor probabilidad de ver eventos relacionados con este deporte, la imagen más positiva del protector y del evento, y una mayor probabilidad de comprar los productos o servicios del patrocinador. Los análisis se realizaron con spas 15.0, verificando la confianza y la dimensionalidad de las escalas utilizadas. Podemos sostener, entonces, que una alta participación deportiva del consumidor influye en la posibilidad de asistir o ver un evento relacionado con ese deporte, muy necesario para la exhibición para el patrocinio deportivo. También influye en la imagen del evento que es decisiva en la formación de la imagen del patrocinador y, finalmente, en la intención de compra, que es una medida del éxito del patrocinio deportivo.
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