文章基本信息

标题：Impact of Sponsorship on Consumer Purchase Intention, Brand Image and Brand Publicity: A Marketer Perspective in Manufacturing Sector of Pakistan
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作者：NAEEM AKHTAR ; JUNAID MOHSAN NAWAZ ; ALI RIZWAN 等
期刊名称：International Review of Management and Business Research
印刷版ISSN：2307-5953
电子版ISSN：2306-9007
出版年度：2016
卷号：5
期号：3Part 1
页码：777-789
出版社：Academy of IRMBR
摘要：The objective of this study is to explore the relationship between sports sponsorship, purchase intention, brand image and brand publicity. Data was collected through questionnaire on five point Likert scale from 100 respondents by using convenience sampling techniques. Data is collected from those people who are engaged in manufacturing of product and also from customer who actually purchase this. This study is conducted with reference of Pakistan. Correlation and regression analysis were used as statistical test. Through regression analysis it was found that purchase intention and brand image has strong positive relationship with sponsorship while brand publicity has a weak negative relationship with sponsorship. The correlation found that the significant relationship among purchase intention, brand image, and sponsorship whereas brand publicity has no positive relationship so it is recommended for future research gap. The Cronbach alpha reliability is 0.654 and this finding is perfect according to standards. SPSS version-20 is used for data analysis.
关键词：Sponsorship; Brand Image; Publicity; Purchase Intention