The Level of Involvement with the Olimpic Games and its Influence in Sport Sponsorship.

Abstract

In this research, intend to demonstrate the influence of the consumer involvement in a finer brand purchase intent of the sponsor, and generate an effect on the consumers "goodwill" towards the sponsor and also to perceive a greater fit between sponsor and event, and finally cause the consumer better exposure in the event. This was chosen the Rio 2016 Olympic Games. In this study, different analyses have been conducted to verify reliability and factorial scales of charges. As well as analyses to contrast the hypotheses: ANOVAS and structural equations using the SmartPLS program (is a software with graphical user interface for variance-based structural equation modeling (SEM) using the partial least squares (PLS) path modeling method[1]), to check the fit for the model. It is interesting to highlight the contribution to this research, because if organizations look for sporting events with a public involved with them. Consequently will get a bigger intention to purchase the sponsor's brand, a finer perception of both the goodwill and the fit between the event and the sponsor, and finally a larger exposure in the event and accordingly, to the promotions made by sponsor brands. [1] Wong, K. K. K. (2013). Partial least squares structural equation modeling (PLS-SEM) techniques using SmartPLS. Marketing Bulletin, 24(1), 1-32.