Published date: Oct 15 2024

Journal Title: KnE Social Sciences

Issue title: 8th International Conference on Sustainability (8th ICoS): Sustainable Economics

Pages: 56–72

DOI: 10.18502/kss.v9i29.17236

YinQi ZhangInstitute of Science Innovation and Culture, Rajamangala University of Technology Krungthep, Sathotn, Bangkok, 10120, Thailand

Daranee Pimchangtongndaranee_p@mail.rmutk.ac.thInstitute of Science Innovation and Culture, Rajamangala University of Technology Krungthep, Sathotn, Bangkok, 10120, Thailand

Effective sports sponsorship necessitates consideration of multiple factors. Previous scholars have primarily focused on the brand assets of sponsors and enhancement of the reputation that sponsoring brings to businesses. There has been limited exploration from the perspective of sports events themselves in terms of brand assets and the direct impact of these assets on sponsor audience purchase intention. This research aims to analyze the influences of VIVO mobile brand sponsorship including brand assets, brand fit, and audience engagement of sports events on consumer purchase intention. The research framework was laid on the stimulus-organism-response model. The sample size was 400 audience who attended the 22nd FIFA World Cup held in Guangzhou, China. Statistics used to analyze data were descriptive statistics including frequency, percentage, mean, and standard deviation; and inferential statistics including independent samples t-test, One-way ANOVA, LSD, simple linear regression, and multiple linear regression at the statistical significance level of 0.05. The results found that most of the respondents were male, married, aged 25-35 years old, educational level high school or vocational school, had monthly income of 5,000-10,000 yuan, and company employee. The hypotheses results found that age and occupation affect consumer purchase intention. Event brand assets including event brand image and event brand awareness has positive relation with consumer purchase intention with multiple correlation (R) = .566. The ability to predict the analytical equation is 31.70%. Brand fit and audience engagement influenced consumer purchase intention with correlation (R) = 0.485 and 0.469 accordingly.

Keywords: brand assets, brand fit, audience engagement, purchase intention, sports sponsorship

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