Mega versus local event sponsorships

초록

Purpose The present study aims to examine whether event size has a significant impact on consumers' perceptions of goodwill. In the relationship between event size and perceived goodwill, sponsorship duration and sponsor-event congruence are tested as moderating variables. Design/methodology/approach This study conducts an experiment with a 2 x 2 x 2 between-subjects factorial design. Findings The results show the main effects of event size on perceived goodwill, and the moderating effects of sponsorship duration and sponsor-event congruence in the relationship between event size and perceived goodwill. Also, regression analyses test the relationships among the dependent variables including perceived goodwill, attitudes toward the sponsor, and purchase intentions. Originality/value Marketing practitioners may discover the merits of a corporation sponsoring local events at lower costs, and the importance of duration and congruency.

키워드