Percorrer por autor "Silva, Alfredo"
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- Determinantes de la eficacia del patrocinio en las carreras de atletismoPublication . Silva, Alfredo; Sobreiro, Pedro; Monteiro, DiogoIntroduction: The athletics races take place in the heart of public space and enjoy high levels of visibility. Race organizers benefit from connecting with sponsoring companies that want results in promoting and selling their brands. Objective: The aim of the research was to test a conceptual model to explain the effects of sponsorship on runners. It used running involvement, perceived altruistic sponsor motives, brand recognition and perceived congruence between sponsors and running as the determining constructs. Methodology: This research shifts the focus from spectator-based sponsorship to participant-based sponsorship. A sample of 736 runners from one of Portugal’s most popular athletics races completed a questionnaire. A Structural Equation Modeling analysis was carried out to test the model and the hypotheses. Results: The model explained that 49% of attitudes toward sponsors and 15% of runners' purchase intentions. The strongest effects were the effect of brand recognition on perceived congruence and the effect of perceived altruistic motives on attitudes toward the sponsor brand. However, running involvement had no significant effect on attitude towards the sponsoring company. Discussion: This research demonstrates the role played by perceptions of sponsors' altruistic motivations in shaping favourable responses to sponsoring companies and runners' intention to buy sponsors' products. Conclusions: The effects of sponsorship of athletics races on runners have been demonstrated, particularly the significant role of brand recognition and perceived altruistic motives. This study offers important implications for race organizers and sponsoring companies.
- Sports Participation and Value of Elite Sports in Predicting Well-BeingPublication . Silva, Alfredo; Sobreiro, Pedro; Monteiro, DiogoThis work contributes to emerging literature focused on the role of physical activity on the subjective well-being of populations. Unlike the existing literature, it proposes an approach that uses algorithms to predict subjective well-being. The aims of this study were to determine the relative importance of sports participation and the perceived value of elite sports on the subjective well-being of individuals. A total of 511 participants completed an online questionnaire. The statistical analysis used several machine learning techniques, including three algorithms, Decision Tree Classifier (DTC), Random Forest Classifier (RFC), and Gradient Boosting Classifier (GBC). In the three algorithms tested, sports participation, expressed as the weekly frequency and the time spent engaging in vigorous physical activity, showed a greater importance (between 47% and 53%) in determining subjective well-being. It also highlights the effect of perceived value of elite sport on the prediction of subjective well-being. This study provides evidence for public sport policy makers/authorities and for managers of physical activity and sport development programs. The surprising effect of the perceived value of elite sport on the prediction of subjective well-being.