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

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 tw...

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Bibliographic Details
Published in:Physical culture and sport studies and research 2023-09, Vol.100 (1), p.61-74
Main Authors: Dos-Santos, Manuel Alonso, Alguacil, Mario, Pérez-Campos, Carlos, Velasco-Vizcaíno, Franklin
Format: Article
Language:English
Subjects:
Attitudes
Audiences
Brand management
branding
Consumer behavior
consumer behaviour
Corporate sponsorship
Marketing
sponsorship
sport management
Sporting events
Sports fans
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Summary: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.
ISSN:1899-4849
2081-2221
1899-4849
DOI:10.2478/pcssr-2023-0019