THE INFLUENCE OF WEBSITES ON SPONSORSHIP: PLS-POS SEGMENTATION

被引：0

作者：

Alonso Dos Santos, Manuel ^{[1
]}

Calabuig Moreno, Ferran ^{[2
]}

Crespo, Josep ^{[2
]}

Nunez-Pomar, Juan M. ^{[2
]}

机构：

[1] Univ Catolica Santisima Concepcion, Dept Adm, Fac Ciencias Econ & Adm, Concepcion 4090541, Chile

[2] Univ Valencia, Fac Ciencias Activitat Fis & Esport, Dept Educ Fis & Esport, Valencia, Spain

来源：

REVISTA DE PSICOLOGIA DEL DEPORTE | 2016年 / 25卷

关键词：

Sponsorship; Gender; Segmentation; Image; Website; UNOBSERVED HETEROGENEITY; ATTITUDES; INTENTIONS; WEB;

D O I：

暂无

中图分类号：

B849 [应用心理学];

学科分类号：

040203 ;

摘要：

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 prediction oriented 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.

引用

页码：55 / 58

页数：4

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