The Transfer from a Major Sport Event to a Sponsoring Brand: Vision of the Sport Tourist

The Transfer from a Major Sport Event to a Sponsoring Brand: Vision of the Sport Tourist

Cristina Aragonés-Jericó (Universitat de València, Spain)
Copyright: © 2014 |Pages: 23
DOI: 10.4018/978-1-4666-5994-0.ch016


The aim of the chapter is to analyze how sport visitors transferred perceived value and experience of the event to the sponsoring brand. Therefore, based on tourist behavior model and theories of sport sponsorship, a global model of sponsorship in major sport event whose axis is based on the models applied to transfer value and experience arises. Furthermore, the model includes the backgrounds that determine the behavior of visitors towards the sport event and the effects derived from the attendance to the event and the sports sponsorship action. Results show that perceived value is not transferred; however, the experience of the event is indeed transferred to the sponsoring brand. Additionally, the effect of experience on the perceived value is observed and can confirm the motivation, identification, and involvement as backgrounds of the model, together with all the proposed effects.
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In order to provide a theoretical model, we applied theories that gave consistency to the model relations. For this reason, we considered important to tackle two different reviews within the general framework of the sport tourism. On the one hand, we explored theories on tourist behavior. On the other hand, we analyzed the theories on sport sponsorship. For this reason, this section first deepens into the concept of sport tourism and then it details consumer behavior models and the main theories on sport sponsorship.

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