Pyun_MS-17-042_Final Manuscript (1).pdf (182.08 kB)
Investigating brand image transfer in sport sponsorship of a participation sport event in Singapore
journal contribution
posted on 2018-09-21, 08:59 authored by Cheryl Chiu, Do Young PyunDo Young PyunThe interest from corporate sponsors in participation sport events in Singapore has increased. This study explores the applicability of the model for brand image transfer (Martensen et al., 2007) in a local participation sport event as to whether sponsor-event congruence, event emotions and attitude still work as driving variables for brand image transfer. The data were collected from 224 event participants (aged from 16 to 40) at Surf n Sweat which was Singapore’s biggest beach running event. The questionnaire consisted of the items measuring sponsor-event congruence, event emotions, attitude towards the event, attitude towards the sponsor, and purchase intention. A structural equation modeling supports an adequate overall and internal fit of the model to the data. The path analysis shows that sponsor-event congruence significantly influenced positive event emotions (β = .31), positive event emotions significantly influenced attitude towards the event (β = .73), event attitude significantly influenced attitude towards the sponsor (β = .33), and sponsor attitude significantly influenced purchase intention (β = .82). However negative event emotion did not mediate the relationship between sponsor-event congruence and event attitude. The findings provide empirical evidence of consumer behaviour in brand image transfer, thereby benefiting corporate sponsors looking to explore event sponsorship for their brand marketing in Singapore.
History
School
- Sport, Exercise and Health Sciences
Published in
Event ManagementVolume
24Issue
2 - 3Pages
263 - 275Citation
CHIU, C. and PYUN, D.Y., 2019. Investigating brand image transfer in sport sponsorship of a participation sport event in Singapore. Event Management, 24 (2-3), pp.263-275.Publisher
© Cognizant Communication CorporationVersion
- AM (Accepted Manuscript)
Publisher statement
This paper was accepted for publication in the journal Event Management and the definitive published version is available at https://doi.org/10.3727/152599518X15403853721240.Acceptance date
2018-09-10Publication date
2019-11-07ISSN
1525-9951eISSN
1943-4308Publisher version
Language
- en