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Czasopismo
2016 | nr 5 | 19--28
Tytuł artykułu

Identyfikacja czynników wpływających na intencję zakupu produktów sponsora

Warianty tytułu
Identification of Variables Influencing Changes within Purchase Intention of Sponsor's Products
Języki publikacji
PL
Abstrakty
Zgodnie z sugestiami Cromptona (2004), z perspektywy firmy angażującej się w sponsoring wzrost intencji zakupu jej produktów czy usług jest, jak się wydaje, najbardziej użytecznym wskaźnikiem efektywności tej formy promocji. Sama inwestycja w działalność sponsoringową nie jest jednak równoznaczna z osiągnięciem przez firmę jakichkolwiek efektów. Dużo zależy bowiem od podejmowanych przez nią dodatkowych działań wspierających jej sponsoring, a także od publiczności sponsorowanego podmiotu, która jest wystawiona na ekspozycję nazwy sponsora. Widzowie jakiegokolwiek wydarzenia sportowego nie stanowią jednorodnej grupy. Różnią się w zakresie wielu zmiennych, a poziom niektórych z nich może korelować z poziomem intencji zakupu produktów firmy sponsora. Celem artykułu jest przedstawienie dotychczas opisanych w literaturze zmiennych różnicujących publiczność, w przypadku których starano się określić wpływ na wspomniany efekt. Wiedza w tym obszarze jest istotna chociażby przy szacowaniu korzyści płynących z rozpoczęcia sponsorowania wybranego podmiotu. Autor, wyliczając i opisując zmienne korelujące z poziomem intencji zakupu, przedstawia, co dziś wiadomo na ten temat, a także wskazuje luki, czyli obszary wymagające dalszych prac badawczych. (abstrakt oryginalny)
EN
According to Crompton's suggestion (2004), from perspective of a company, that invest in sponsorship, the increase of purchase intentions seems to be the most useful indicator of this marketing tool effectiveness. But engagement in sponsorship activity itself doesn't guarantee achievements of any effects. A lot depends on both additional supporting operations taking by the sponsor and on the public of the sponsored event. Spectators of any sport event don't form a homogeneous group. They vary in the area of many different variables, and the level of some might corelate with the level of behavioral intentions. The aim of the article is to introduce the variables, which differentiate the public events and they might influence mentioned result. The knowledge in this field is essential to estimate effects of specific sponsorship investment for example. The author enumerates and describes variables, that correlate with the level of purchase intention. Despite the growing role of sponsorship in the marketing activities of firms worldwide, academic research in this area has been limited. The author points the areas requiring future research. (original abstract)
Czasopismo
Rocznik
Numer
Strony
19--28
Opis fizyczny
Twórcy
  • Uniwersytet Ekonomiczny w Poznaniu
Bibliografia
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Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171426835

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