Factors affecting brand image communication of sponsor brands through sponsorship (In the case of The Voice Kids Vietnam 2015)
Abstract
The research was conducted with the aim of exploring factors affecting brand image communication of sponsor companies through sponsorship by the case of P/S and Lifebuoy sponsoring The Voice Kids Vietnam 2015. Based on the previous related research of Grohs and Reisinger (2014) about image formation by sponsorship, this study has 3 independent variables (Event image, Event-sponsor fit, and Event commercialization), one dependent destination variable (Brand image) and 2 decisive moderating variables (Sponsorship exposure and Activity involvement) in the overall contribution to the brand image communication of the sponsor companies.
The primary approach in this research was quantitative method, with several statistical techniques applied such as reliability coefficients, exploratory factor analysis, confirmatory factor analysis, and structural equation modeling to test the direct effects and moderating effect of variables. The theoretical and empirical results of this study proved that perceived brand image was affected by perception of particular event image and event-sponsor fit, which is considered as the key determinant. Moreover, the involvement of participants can improve the brand image influenced by the fit between the sponsor and the sponsored. Besides, the effect of event commercialization is positive for highly involved individuals. In the other hand, other factors contributed less or non to the whole paper results.
To summarize, there were limitations in studying image communication through sponsorship; however through the whole process of collecting and handling data, this paper still brought out some remarkable theoretical and practical recommendations for marketers to design and implement brand strategy by sponsorship and other researchers with future researches in the same area.