<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>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.</p>
</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.

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

Universidad Católica de la Santísima Concepción

Physical Culture and Sport. Studies and Research

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

The aim of the article is to explain attitudes towards the sponsors of a sporting event from brand management, especially considering the perceptions of...

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

Publicado en línea: 15 jul 2023

Páginas: 61 - 74

Recibido: 17 mar 2023

Aceptado: 04 jun 2023

DOI: https://doi.org/10.2478/pcssr-2023-0019

Palabras clave
Sporting events, sponsorship, branding, sport management, consumer behaviour

© 2023 Manuel Alonso Dos-Santos et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

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

Publicado en línea: 15 jul 2023

Páginas: 61 - 74

Recibido: 17 mar 2023

Aceptado: 04 jun 2023

DOI: https://doi.org/10.2478/pcssr-2023-0019

Palabras claveSporting events, sponsorship, branding, sport management, consumer behaviour

© 2023 Manuel Alonso Dos-Santos et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Palabras clave
Sporting events, sponsorship, branding, sport management, consumer behaviour