@misc{10481/84725,
year = {2023},
month = {7},
url = {https://hdl.handle.net/10481/84725},
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},
publisher = {Sciendo},
keywords = {Sporting events},
keywords = {Sponsorship},
keywords = {Branding},
keywords = {Sport Management},
keywords = {Consumer behaviour},
title = {How to Improve Sports Fans’ Attitudes Toward the Sponsor Through Brand Management? A PLS and QCA Approach},
doi = {10.2478/pcssr-2023-0019},
author = {Alonso Dos Santos, Manuel and Alguacil, Mario and Pérez Campos, Carlos and Velasco Vizcaíno, Franklin},
}