Investigation into the Relationships Among Sponsorship, Identification and Purchase Intention

摘要

Corporate event sponsorship is a distinct marketing communications vehicle and remains important for both business and academic research. This study aims to investigate into the relationships among sponsorship, identification and purchase intention. Specifically, this study wishes to further understand whether sponsorship influences purchase intention through identification with the sponsor organization and identification with the brand. Online questionnaire survey was used to collect data. Based on the valid 114 surveys, the results of the study show team identification is positively related to brand identification and leads to purchase intention. Team identification also has a direct impact on purchase intention. The findings of this study provide marketing managers a well understanding on consumers' attitudes toward corporate event sponsorship and offer insights for planning effective sponsorship strategies.