Khuong, Mai Ngoc and Kim Chau, Ngo Thi (2017) The Effect of Event Sponsorship on Customer’s Brand Awarness and Purchase Intention—A Case Study of Toyota Vietnam. Review of European Studies, 9 (1). pp. 148-157. ISSN 1918-7173
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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.
Item Type: | Article |
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Subjects: | Eprints STM archive > Multidisciplinary |
Depositing User: | Unnamed user with email admin@eprints.stmarchive |
Date Deposited: | 11 Jul 2023 05:25 |
Last Modified: | 18 Oct 2023 05:03 |
URI: | http://public.paper4promo.com/id/eprint/837 |