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

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  • 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
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    References listed on IDEAS

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    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.
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    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.

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    More about this item

    JEL classification:

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

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