Abstract
The income of the sponsorship activities is a theme that requires attentiveness at the time of their implementation. The effectiveness of sponsorship and the perceptible contribution to the organization are significant points to the sponsoring entity. It is expected that contribute to the success of its business performance and the proper fulfillment of its goals.
Oakley, a brand recognized for its optical products and services, uses sports sponsorship as its dominant marketing and communication tool. This work aims to understand the impact of Oakley sponsorship on the purchase intention of Portuguese consumers. Through a survey, it intends to study the brand recognition in sports events, as well as the consumer’s attitude and engagement to the brand.
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Acknowledgements
This work is supported by The Center for Research and Development in Mathematics and Applications (CIDMA) through the Portuguese Foundation for Science and Technology (FCT - Fundação para a Ciência e a Tecnologia), references UIDB/04106/2020 and UIDP/04106/2020 (Rodrigues).
This research was part of a Marketing’ Master thesis of the student António Macedo.
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Macedo, A., Pereira, M.S., Rodrigues, H.S. (2021). The Influence of Sponsorship on Purchase Intent: Oakley Brand Case Study. In: Gervasi, O., et al. Computational Science and Its Applications – ICCSA 2021. ICCSA 2021. Lecture Notes in Computer Science(), vol 12950. Springer, Cham. https://doi.org/10.1007/978-3-030-86960-1_44
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