Measuring Attitudes Toward Sponsor And Purchase Intention

Abstract

This study was conducted to investigate the impact of exposure to sponsored events, involvement with sponsored events, and sponsor-event congruence on attitudes toward sponsor and purchase intention. The paper first reviews existing literature and then develops related hypotheses to achieve its objectives. The study combined both qualitative and quantitative research methods. It was conducted by surveying 293 participants and followers of the Vietnamese Rap 2020—an event sponsored by Pepsico. Structural equation modeling (SEM) was used to test the proposed hypotheses. The research results indicated that exposure to sponsored events, involvement with sponsored events, and sponsor-event congruence had a significantly positive effect on attitudes toward sponsor. Furthermore, involvement with a sponsored event, sponsor-event congruence, and attitudes toward sponsor had a positive effect on purchase intention. Based on the study’s empirical findings, some suggestions are provided to help enterprises improve the effectiveness of sponsorship activities.

Keywords:

• Exposure to sponsored event
• involvement with sponsored event
• sponsor-event congruence
• attitude toward sponsor
• purchase intention

PUBLIC INTEREST STATEMENT

Sponsorship has been growing in popularity worldwide over the past several decades, moving from a philosophy of corporate donation to a key element of the marketing strategies used by companies to create brand value and to obtain a competitive advantage in the marketplace. This study includes empirical evidence on the relationship between sponsor-event congruence, involvement with a sponsored event, exposure to a sponsored event, attitude toward the sponsor and purchase intention. This study provides a unique and useful insight into the behavior of consumers in emerging economies for niche products. It not only expands the conventional theory of consumer behavior, but also provides a reference for businesses on how to close the gap between sponsorship participation and consumers’ purchase intention.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This work was supported by the “This research is funded by the National Economics University, Hanoi, Vietnam.”

Notes on contributors

Dinh Toan Nguyen

Dinh Toan Nguyen PhD in Business Management (2018, National Economics University, Vietnam); Master of Marketing (2004, National Economics University, Vietnam); Bachelor of Business Administration (1999, National Economics University, Vietnam). His research interests include marketing, communication marketing, public relations, customer behavior, business, and economics.

Huy Thong Vu

Huy Thong Vu Associate Professor in Economics and Business Management (2013, Vietnam); PhD in Marketing and Business Management (2004, National Economics University, Vietnam); Master of Busines Administration (1995, Boise State of University, Idoho, USA); Bachelor’s in Economics and Business Administration (1988, National Economics University, Vietnam). His research interests include marketing, communication marketing, public relations, customer behavior, business, and economics.