Philippine E-Journals

Brand Image, Brand Awareness and Customer Purchase Intention: Its Influence on Event Sponsorship

Mark Anthony L Pelegrin | Rommel R Mansueto

 

Abstract:

Events sponsorship has been proven to be more effective than the traditional ways and events are trendier than ever. The purpose of the paper is to know the influence of events sponsorship for companies and sponsors and to the attendees when it comes to brand image, brand awareness and customer purchase intention. This study will benefit companies, sponsors and attendees who participated in different events and in promoting their products. The data were gathered from 50 respondents using random sampling with Descriptive Quantitative design. Survey questionnaires were used with respondents from OLFU-Valenzuela students taking up Marketing Management. The result showed that most students have already attended sponsored events and Facebook was frequently used in discovering such events. Further, the researchers recommend that companies who want to sponsor events should develop sponsorship programs which will ft the millennial interest; policymakers should make a comprehensive, on-going community relations program-including event sponsorship which can help virtually any organization achieve visibility, society must expand their familiarity and benefits of events sponsorship as well as future researchers to explicate some other dimensions of events sponsorship that may guide companies about its implications and limitations.