The Effect of Event Sponsorship on Customer’s Brand Awarness and Purchase Intention—A Case Study of Toyota Vietnam

Bibliographic Data

ID12968196
AuthorsMai Ngọc Khương (0000-0002-0527-3046, Vietnam National University Ho Chi Minh City, corresponding author), Ngo Thi Kim Chau
Year2017
Volume9
Issue1
Pages148-148
Publication date2017-01-21
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueReview of European Studies (JOURNAL)
Journal identifiersISSN: 1918-7173 • E-ISSN: 1918-7181
PublisherCanadian Center of Science and Education (PUBLISHER)
DOI10.5539/res.v9n1p148
OpenAlexW2576864899
LanguageEN
References cited8

The purpose of this research was to investigate how event sponsorship directly affected customer’s purchase intention and indirectly through the mediation of brand awareness. The quantitative approach was applied with structured questionnaires directly delivered to sports fans of V-league football champion in Binh Duong province, Vietnam. The empirical results showed that attitude and attention towards the sponsorship indirectly affected purchase intention. The fit of the sponsored events and event involvement both directly and indirectly affected customer’s purchase intention. In addition, brand recognition played a meaningful mediation role in the relationship between event sponsorship and customer’s purchase intention

Advertising · Business · Champion · Customer engagement · Event (particle physics · Football · League · Mediation · Political science · Social media · Sociology · Consumer Behavior in Brand Consumption and Identification · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Psychology · Marketing

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Open DOISci-HubOpen Access