Abstract

Event exposure is a fundamental factor, because if the consumer is not exposed to sponsorship, it will not have any effect on him. Consequently, this investigation purpose tries to demonstrate the event exposure influence on consumer of such important factors, as a greater likelihood of recognizing the sponsor, a more positive event image this influences on the sponsor image, this in turn influences on intention to purchase. It was also found that exposure improves the level of knowledge about the sponsor, and finally the consumer’s exposure to the event will have a mediating effect between fit event-sponsor and sponsor image. The event chosen as the framework of this research is The Olympic Games of Rio 2016, one of the biggest sporting events with the largest audience. The statistical measurement analysis has been made with SEM-PLS 3.2.7, both for the assessment of the structural model and to verify the hypotheses proposed. The model after the analyzes performed has a good fit. The study limitation refers to the specificity of the study, as the results depend on the context, and replication would be advisable to generalize the results.

摘要

事件曝光是一个基本因素，因为如果消费者不接触赞助，它不会对他产生任何影响。因此，本次调查旨在证明事件曝光对消费者的影响等重要因素，如识别赞助商的可能性更大，更积极的事件形象对赞助商形象的影响，进而对购买意愿的影响。还发现，曝光提高了对赞助商的了解程度，最终消费者对活动的曝光将在合适的活动赞助商和赞助商形象之间起到中介作用。选择作为本研究框架的赛事是 2016 年里约奥运会，这是规模最大、观众最多的体育赛事之一。使用 SEM-PLS 3.2.7 进行了统计测量分析，既用于评估结构模型，也用于验证提出的假设。执行分析后的模型具有良好的拟合度。研究局限性是指研究的特异性，因为结果取决于上下文，建议进行复制以概括结果。