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Emociones y valor: sus efectos en la satisfacción, lealtad y respuesta al patrocinio deportivo
[Emotions and value: its effects on satisfaction, loyalty and response to sports sponsorship]

Author

Listed:
  • Aragonés-Jericó, Cristina

    (Universitat de València (España))

  • Küster-Boluda, Inés

    (Universitat de València (España))

  • Vila-López, Natalia

    (Universitat de València (España))

Abstract

El estudio se centra en los fans que acaban de asistir a un gran evento deportivo. Se investigan las relaciones entre emociones, valor transferido del evento al patrocinador oficial, satisfacción, lealtad y respuesta al patrocinio. Una muestra de 364 fans que asisten al Gran Premio Teléfonica de Europa de Fórmula 1 responden a una encuesta a la salida de este evento. Se aplica la técnica de ecuaciones estructurales con el programa estadístico EQS 6.2 para contrastar las relaciones entre las variables del modelo teórico propuesto. Los resultados muestran que se da la trasferencia de valor entre evento y el patrocinador oficial. Dicha transferencia tiene como antecedente las emociones vividas en el evento, y como consecuencias la satisfacción, la lealtad y la respuesta al patrocinio.

Suggested Citation

  • Aragonés-Jericó, Cristina & Küster-Boluda, Inés & Vila-López, Natalia, 2023. "Emociones y valor: sus efectos en la satisfacción, lealtad y respuesta al patrocinio deportivo [Emotions and value: its effects on satisfaction, loyalty and response to sports sponsorship]," Revista de Métodos Cuantitativos para la Economía y la Empresa = Journal of Quantitative Methods for Economics and Business Administration, Universidad Pablo de Olavide, Department of Quantitative Methods for Economics and Business Administration, vol. 35(1), pages 80-99, June.
    • Handle: RePEc:pab:rmcpee:v:35:y:2023:i:1:p:80-99
    DOI: https://doi.org/10.46661/revmetodoscuanteconempresa.5585
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    References listed on IDEAS

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    3. Breuer, Christoph & Boronczyk, Felix & Rumpf, Christopher, 2021. "Message personalization and real-time adaptation as next innovations in sport sponsorship management? How run-of-play and team affiliation affect viewer response," Journal of Business Research, Elsevier, vol. 133(C), pages 309-316.
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    More about this item

    Keywords

    emociones; comportamiento del fan; respuesta al patrocinio; emotions; fan behaviour; sponsorship response;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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