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

Mai Ngoc Khuong,Ngo Thi Kim Chau

doi:10.5539/res.v9n1p148

Abstract

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.

Highlights

Sponsorship defined as “an investment, in cash or in kind, in an activity, in return for access to the exploitable commercial potential associated with this activity” (Meenaghan, 1991, p. 36)
Brand recognition scale was adjusted from Keller (1993), Aeker (1991) and Yoo, Donthu (2001), brand recall scale from Keller (1993), Aeker (1991) and Rajh (2002) and purchase intention from Boulding, Kalra, Staeling, and Zeithaml (1993), Ajzen and Fishbein
This study suggested that as a high level of attitude and attention towards the sponsorship and event involvement becomes apparent, the brand recall is likely to be greater

Summary

Introduction

Sponsorship defined as “an investment, in cash or in kind, in an activity, in return for access to the exploitable commercial potential associated with this activity” (Meenaghan, 1991, p. 36). The purposes of sponsorship include increasing sales, generating and raising awareness, reaching new target markets, and enhancing corporate image (Shank, 1999). Sports can show highly effective images and attract to the almost target group (Ferrand & Pages, 1996). For above these reasons, marketers decided to increase sports sponsorship as a considerable modification in traditional marketing communications. Toyota spending on sponsorship reached VND 30 billion at this year. League 2016, it will kick off on 20 February nationwide with 14 clubs competing in 182 matches through 26 rounds and the winner will receive VND 3 billion (USD 133,000) while the runners-up pocket half that amount

Objectives

Methods

Results

Conclusion