Impact of Local Event Sponsorship on Brand Image and Consumer Buying Behavior

Event sponsorships play a vital role in enhancing a company’s market presence, increasing profitability, and influencing consumer purchasing decisions. By sponsoring events, businesses can strengthen their brand image and connect with their target audience. This quantitative study sought to determine whether local event sponsorships enhance brand image and influence consumer purchasing behaviour. Utilizing a convenience sampling technique, data was collected from 200 attendees of local brand sponsorships through a structured questionnaire. The research findings revealed that local event sponsorship can strengthen brand image; the Pearson correlation coefficient indicated 0.624, a positive relation between variables. Additionally, the relationship between event sponsorship and consumer buying behaviour was found moderately positive, with a Pearson correlation coefficient of 0.519. Also, this study implied that event sponsorship can significantly impact both the attendee’s perception of brand image and consumer buying behavior. Regression analysis revealed 38.9% variability in the perception about brand image and 27% in consumer buying behaviour. Therefore, brands that actively engage in sponsorships are perceived more positively, leading to recognition and customer loyalty. These results recommended that local brand owners, the Department of Trade Industry (DTI), and event organisers should continue investing in and developing local event sponsorship. By doing so, they can create more engaging and impactful experiences that foster stronger consumer connections, ultimately driving brand awareness.