IDEAS home Printed from https://ideas.repec.org/a/ibn/ijbmjn/v11y2016i8p162.html
   My bibliography  Save this article

The Impact of Events Sponsorship on Attendee’s Purchase Intention: The Mediating Role of Brand Image

Author

Listed:
  • Elham Tomalieh

Abstract

This study aims to investigate the impact of sponsorship events on the purchase intent of attendees, mediated by brand image. For the purpose of this study, attendee's purchase intention is treated as a dependent variable and brand image as a mediated variable. Independent variables are- brand awareness, attitude towards the event and event-sponsor fit. The study relied on collecting primary data through a self-prepared questionnaire. In total (400) questionnaires were distributed randomly to the sponsoring event attendees who could be reached by the researcher. Response rate was (96.75) percent. The results revealed all the variables under investigation have a significant effect on attendee’s purchase intention. The major effect on the attendee’s purchase intention was for brand awareness followed by attitude towards the event, the weakest effect was for event–sponsor fit. While the major effect on the attendee’s perception of the sponsoring brand image was for attitude towards the event followed by brand awareness, the event–sponsor fit was excluded. Furthermore, it is found that brand image mediates the relationship between brand awareness, attitude towards the event and attendee’s purchase intention.

Suggested Citation

  • Elham Tomalieh, 2016. "The Impact of Events Sponsorship on Attendee’s Purchase Intention: The Mediating Role of Brand Image," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(8), pages 162-162, July.
    • Handle: RePEc:ibn:ijbmjn:v:11:y:2016:i:8:p:162
    as

    Download full text from publisher

    File URL: http://www.ccsenet.org/journal/index.php/ijbm/article/download/59564/33009
    Download Restriction: no
    File URL: http://www.ccsenet.org/journal/index.php/ijbm/article/view/59564
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Sajid Tufail & Rashid Saeed & Hashim Zameer & Muhammad Bilal & Bilal Naeem, 2014. "Impact of Sponsorship and Publicity on Brand Equity," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 4(12), pages 15-23, December.
    2. Kevin P. Gwinner & Brian V. Larson & Scott R. Swanson, 2009. "Image Transfer In Corporate Event Sponsorship: Assessing The Impact Of Team Identification And Event-Sponsor Fit," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 2(1), pages 1-15.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ngozi Bibian Okeibunor & Nnanyelugo Okoro & Udeh Kenneth & Ugwuoke C. Joel & Oberiri Destiny Apuke & Gever Verlumun Celestine, 2022. "Modeling the Effect of Corporate Sponsorship on the Organizational Image of Selected Insurance Companies in Edo State, Nigeria," SAGE Open, , vol. 12(4), pages 21582440221, November.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Bryan Cheng-Yu Hsu & Yu-Feng Wu & Hsin-Wei Chen & Man-Lai Cheung, 2020. "How Sport Tourism Event Image Fit Enhances Residents’ Perceptions of Place Image and Their Quality of Life," Sustainability, MDPI, vol. 12(19), pages 1-14, October.
    2. Jaskirat Singh Rai & Apar Singh, 2020. "The Impact of Team Association on Attendees’ Product Knowledge and Purchase Intentions: A Case of Indian Premier League," IIM Kozhikode Society & Management Review, , vol. 9(2), pages 202-212, July.
    3. Brian P. McCullough & Jonathan C. Casper & Danielle M. Kushner Smith, 2022. "Fan Responses of Sponsored Environmental Sustainability Initiatives," Sustainability, MDPI, vol. 14(21), pages 1-16, October.
    4. Herrmann, Jean-Luc & Kacha, Mathieu & Derbaix, Christian, 2016. "“I support your team, support me in turn!”," Journal of Business Research, Elsevier, vol. 69(2), pages 604-612.
    5. Oshimi, Daichi & Harada, Munehiko, 2019. "Host residents’ role in sporting events: The city image perspective," Sport Management Review, Elsevier, vol. 22(2), pages 263-275.
    6. Christina Fischer & Rüdiger Hamm, 2019. "Football clubs and regional image [Fußballvereine und regionales Image]," Review of Regional Research: Jahrbuch für Regionalwissenschaft, Springer;Gesellschaft für Regionalforschung (GfR), vol. 39(1), pages 1-23, February.
    7. O’Reilly, Norm & Lafrance Horning, Denyse, 2013. "Leveraging sponsorship: The activation ratio," Sport Management Review, Elsevier, vol. 16(4), pages 424-437.
    8. Dixon, Helen & Scully, Maree & Wakefield, Melanie & Kelly, Bridget & Pettigrew, Simone & Chapman, Kathy & Niederdeppe, Jeff, 2020. "Can counter-advertising protect spectators of elite sport against the influence of unhealthy food and beverage sponsorship? A naturalistic trial," Social Science & Medicine, Elsevier, vol. 266(C).
    9. Martin, David S. & Bourdeau, Brian L. & Stephan, John, 2020. "Measuring the effectiveness of facility naming rights sponsorships," Journal of Business Research, Elsevier, vol. 110(C), pages 51-64.
    10. Boronczyk, Felix & Breuer, Christoph, 2021. "The company you keep: Brand image transfer in concurrent event sponsorship," Journal of Business Research, Elsevier, vol. 124(C), pages 739-747.
    11. Sandeep Kumar & Sidheswar Patra, 2017. "Does Promotion Mix Really Help to Enhance Brand Equity: A Literature Review," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 8(2), pages 80-86, May.
    12. Sue Bridgewater, 2014. "Sponsorship and football," Chapters, in: John Goddard & Peter Sloane (ed.), Handbook on the Economics of Professional Football, chapter 8, pages 117-129, Edward Elgar Publishing.
    13. Michael Segun Ogunmuyiwa, 2022. "The Influence of Publicity and Sales Promotion on Marketing Performance in Nigeria," Athens Journal of Business & Economics, Athens Institute for Education and Research (ATINER), vol. 8(1), pages 65-78, January.
    14. Agostino Sorbara, 2021. "Promotion Processes and Sponsorship Strategies in the Marketing of a Sports Organization," International Journal of Finance, Insurance and Risk Management, International Journal of Finance, Insurance and Risk Management, vol. 11(2), pages 91-101.
    15. Kudzaishe Charlotte Gaura & Wilbert Manyanga & Lovemore Chikazhe, 2021. "The Effect of Corporate Social Responsibility on Brand Awareness: Evidence from the Insurance Sector in Zimbabwe," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 2(13), pages 22-36.
    16. Uhrich, Sebastian & Koenigstorfer, Joerg & Groeppel-Klein, Andrea, 2014. "Leveraging sponsorship with corporate social responsibility," Journal of Business Research, Elsevier, vol. 67(9), pages 2023-2029.
    17. Lee, Joon Sung & Babiak, Katherine, 2019. "Does your left hand know what your right hand is doing? Impacts of athletes’ pre-transgression philanthropic behavior on consumer post-transgression evaluation," Sport Management Review, Elsevier, vol. 22(4), pages 553-565.
    18. Peluso, Alessandro M. & Rizzo, Cristian & Pino, Giovanni, 2019. "Controversial sports sponsorships: Effects of sponsor moral appropriateness and self-team connection on sponsored teams and external benefit perceptions," Journal of Business Research, Elsevier, vol. 98(C), pages 339-351.
    19. Cuesta-Valiño, Pedro & Gutiérrez-Rodríguez, Pablo & Loranca-Valle, Cristina, 2022. "Sponsorship image and value creation in E-sports," Journal of Business Research, Elsevier, vol. 145(C), pages 198-209.

    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ibn:ijbmjn:v:11:y:2016:i:8:p:162. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Canadian Center of Science and Education (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.