THE IMPACT OF CUSTOMER PERCEPTIONS OF SPONSORSHIP ON BRAND IMAGE: THE CASE OF SPORT SPONSORSHIP

摘要

This study examines customer perceptions of sponsorship and their effect upon brandimage and purchase intention. The audiences of Baseball World Cup 2008 were involved inthe study, and two-step structural equation modeling was used for data analyses. The status ofthe event, customer attitude toward the sponsor, sincerity and ubiquity of the sponsor, andsponsor-event fit were found to have significant influence on brand image, but customerattitude toward the event had no significant influence on brand image. This suggests thatcompanies should combine sponsorship with suitability and feasibility marketingcommunication tools. The fit between the sponsor and the event is of primary importance inestablishing a customers’ positive image of, and purchase intention toward, the sponsor, andis ultimately the main determinant of the benefit of the sponsorship.