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

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.

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DOI: https://doi.org/10.5539/res.v9n1p148

Copyright (c) 2017 Mai Ngoc Khuong, Ngo Thi Kim Chau

License URL: http://creativecommons.org/licenses/by/4.0

Review of European Studies   ISSN 1918-7173 (Print)   ISSN 1918-7181 (Online)

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