Brand Sponsorship And The Impact On Customer's Purchasing Intention: Case Study Of The Sponsorship Alliance Between M.O.I Cosmestic And The New Mentor 2023

Abstract

Over the past few decades, sponsorship spending has increased dramatically. By investing in sponsorship campaigns, companies want to influence prospective buyers' decisions to purchase their goods in addition to increasing brand recognition and improving their corporate image. With the rise of popularity of reality TV shows, marketers have utilized this phenomonon to access to more people, with the goal to capture their attentions. Thus, Brand sponsorship has become a common marketing strategy, allowing brands to associate themselves with events to increase visibility and shape consumer perceptions. This thesis examines the relationship between brand sponsorship and its impact on attitude toward the brand and customer buying intention. This paper uses the partnership between M.O.I Cosmetic and The New Mentor 2023 as a case study to investigate the relationship between sponsorship awareness, and event quality toward the audience’s attitude toward the sponsor as well as their buying intention. The study found that the viewer’s awareness of the sponsorship and their attitude toward the event have a positive influence toward their attitude toward the sponsor brand, which also positively influence customer’s buying intention. 232 viewers of the reality show The New Mentor 2023 responded the Likert point survey questionnaires. In this research, I mainly used a quantitative approach. I employed various statistical techniques like reliability coefficients, exploratory factor analysis, confirmatory factor analysis, and structural equation modeling to analyze the data. The results offer helpful insights into Vietnamese consumers' impressions of sponsors' products and the effectiveness of sponsorship initiatives for future studies, particularly in influential reality show which attract numerous young custtomers as potential customers. Although there were some limitations in studying sponsorship effectiveness, through the data collection and analysis process, we still managed to extract valuable x insights for marketers and brand managers when considering brand sponsorship as a strategic tool in their marketing campaigns