Influence of VIVO Mobile Brand Sponsorship of Sports Events on Consumer Purchase Intention Please YinQi Zhang- Daranee Pimchangthong
Institute of Science Innovation and Culture
Rajamangala University of Technology Krungthep Thailand
Abstract
Effective sports sponsorship necessitates consideration of multiple factors. Previous scholars have primarily focused on the brand assets of sponsors and the enhancement of reputation that sponsoring brings to businesses. There has been limited exploration from the perspective of sports events themselves in terms of brand assets and the direct impact of these assets on sponsor audience purchase intention.
The purposes of this research were to analyze the influences of VIVO mobile brand sponsorship including brand assets, brand fit, and audience engagement of sports events on consumer purchase intention. The research framework laid on the Stimulus-Organism-Response model. The sample size was 400 audiences who attended the 22nd FIFA World Cup held in Guangzhou, China. Statistics used to analyze data were descriptive statistics including Frequency, Percentage, Mean, and Standard Deviation- and inferential statistics including Independent Samples t-test, One-way ANOVA, LSD, Simple Linear Regression and Multiple Linear Regression at the statistical significance level of 0.05.
The results found that most of the respondents were male, married, age 25-35 years old, educational level high school or vocation school, monthly income 5,000 - 10,000 yuan, and company employee. The hypotheses results found that age and occupation affects consumer purchase intention. Event brand assets including including event brand image and event brand awareness has positive relation with consumer purchase intention with multiple correlation (R) = .566. The ability to predict the analytical equation is 31.70 %. Brand fit, and Audience engagement influenced to consumer purchase intention with correlation (R) = 0.485 and 0.469 accordingly.
