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- Title
Influencia de la website sobre el patrocinio: Segmentación PLS-POS.
- Authors
Dos Santos, Manuel Alonso; Calabuig Moreno, Ferran; Crespo, Josep; Núñez-Pomar, Juan M.
- Abstract
Sponsorship is among the unconventional marketing techniques that attract the most investment in the sports field. Along with webs, sponsorship is one the main sources of income for sports entities and organizations. Following Gwinner's theory (1997), this study applies a predictionoriented unobserved segmentation (PLS-POS) with the aim of exploring the impact of websites on the image transfer process. We gathered 225 surveys by displaying a banner in a tennis international event. The variable 'attitude towards sport' is the best one for segmenting the sample according to the results of the PLS-POS method and the CHAID decision tree technique. The study introduces two significant developments: on one hand, it analyzes the impact of websites on the effect of sponsorship, while on the other hand it applies an unprecedented methodology to the study of sponsorship.
- Subjects
INTERNET marketing; SPORTS sponsorship; TENNIS tournaments; MARKETING effectiveness; WEBSITES; ECONOMICS
- Publication
Journal of Sport Psychology / Revista de Psicología del Deporte, 2016, Vol 25, p55
- ISSN
1132-239X
- Publication type
Article