The Impact of Events Sponsorship on Purchase Intention in the case of Dashen Beer
No Thumbnail Available
Date
2018-09-10
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Addis Ababa University
Abstract
Sponsorship constitutes one of marketing’s communication tools. The main objective of this paper was to investigate the impact of events sponsorship on purchase intention. The hypothesis that consists of four independent variables and one dependent variable was developed in parallel with research questions and research objectives. The representatives of the study were taken from Deberberhan using convenience sampling. A total of 390 questionnaires were distributed to events held in Deberberhan and 378 were returned. But, 371 were valid and used for statistical analysis. Due to the nature of study undertaken, explanatory research design was used. Based on the exploration from theoretical and empirical review, event attendees were found to be influenced their purchase intention by multiple factors. There were a positive and significant effect relationship between Brand image and purchase intention with effect of (=0.342), Event - Sponsor Fit (With effect of =0.244) and Brand Awareness (With effect of =0.477). Conversely, there were no significant relationship between Attitude toward sponsor (=0.057) and purchase intention. Expect p-value of Attitude toward sponsor, all the factors were significant with p-value less than p=0.05 but the p-value of Attitude toward sponsor were not less than the common alpha level of 0.05, which indicates that, statistically not significant. The regression analysis for this study specified that the independent variables are predictors of purchase intention which is confirmed by R square 0.499. The factors predict the value of purchase intention by 50%. Brand image, Event - Sponsor Fit and Brand Awareness were variables that highly influence purchase intention of event attendees. The study revealed that Attitude toward sponsor are insignificant and don’t influence attendees purchase intention.
Description
Keywords
Sponsorship, Brand awareness, Brand attitude