| dc.description.abstract | This research is conducted to examine the factors affect on event-sponsor fit and
consumer purchase intention – a case of U-league and Oo Green Tea (Trà xanh O độ)
among Vietnamese students. There are three independent factors including “Activeness
in sport”, “Affect towards event” and “Brand knowledge” and three dependent factors
such as “Event-sponsor fit”, “Commitment to sponsor” and “Purchase intention”.
Applying to the case of U-league, this research would like to focus on student
respondent who are very young and active in sport, so they will give the valuable
information for outcome.
The proposed framework is adapted and tested from model of linkages among
service brand sponsors, an event and consumer attitudes towards building and
strengthening event-sponsor fit (Russell, 2013).
Quantitative method is applied in this research through collecting surveys.
Totally, 384 surveys are distributed and 342 respondents are valid. Moreover, Structural
Equation Modeling (SEM) is put in application for hypotheses testing. As the result,
event-sponsor fit is just affected by activeness in event domain and affects towards
event. In other word, brand knowledge doesn‟t influence to consumer‟s perception about
fit between U-league and Oo Green Tea. Besides, the study also provides consumer‟s
opinion about sport sponsorship in Vietnam, some practical discussion and relevant
recommendation for further researches.
Keyword: event sponsorship, event-sponsor fit, purchase intention,
activeness in sport, affect towards event, brand knowledge, commitment, Vietnam. | en_US |
