La percepción de las marcas en las instituciones financieras auspiciantes de equipos de futbol en el Ecuador.

Abstract

The present research addresses the influence of sponsoring banks on the perception of event quality, using data collected through a survey. Age and gender emerge as determining factors, as younger participants tend to evaluate quality more positively, and women exhibit a higher proportion of affirmative responses than men. This analysis provides crucial insights for strategic decision-making in event organization. The choice of the sponsoring bank not only has financial implications but also affects the overall perception of quality. Organizers could benefit by directing their marketing efforts towards younger audiences, considering their inclination to positively evaluate the event's quality. Additionally, the importance of considering gender disparities when selecting sponsors and designing marketing strategies is emphasized. In summary, this study offers a detailed understanding of how the choice of the sponsoring bank, age, and gender influence the perception of event quality. These findings inform key strategic decisions to enhance participant experience and maximize the impact of sponsored events.