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Investigation into the Relationships Among Sponsorship, Identification and Purchase Intention

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Innovative Mobile and Internet Services in Ubiquitous Computing (IMIS 2017)

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 612))

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Abstract

Corporate event sponsorship is a distinct marketing communications vehicle and remains important for both business and academic research. This study aims to investigate into the relationships among sponsorship, identification and purchase intention. Specifically, this study wishes to further understand whether sponsorship influences purchase intention through identification with the sponsor organization and identification with the brand. Online questionnaire survey was used to collect data. Based on the valid 114 surveys, the results of the study show team identification is positively related to brand identification and leads to purchase intention. Team identification also has a direct impact on purchase intention. The findings of this study provide marketing managers a well understanding on consumers’ attitudes toward corporate event sponsorship and offer insights for planning effective sponsorship strategies.

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Authors and Affiliations

  1. Department of Marketing and Distribution Management, Kaohsiung First University of Science and Technology, Kaohsiung City, Taiwan

    Chaio-Hsing Chen & Perng-Fei Huang

  2. Department of Accounting and Information Systems, Asia University, Taichung City, Taiwan

    Mei-Hua Huang & Chiung-Yen Chen

Authors
  1. Chaio-Hsing Chen
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  2. Mei-Hua Huang
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  3. Perng-Fei Huang
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  4. Chiung-Yen Chen
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Corresponding author

Correspondence to Mei-Hua Huang .

Editor information

Editors and Affiliations

  1. Faculty of Information Engineering, Fukuoka Institute of Technology, Fukuoka, Japan

    Leonard Barolli

  2. Rissho University, Tokyo, Japan

    Tomoya Enokido

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Chen, CH., Huang, MH., Huang, PF., Chen, CY. (2018). Investigation into the Relationships Among Sponsorship, Identification and Purchase Intention. In: Barolli, L., Enokido, T. (eds) Innovative Mobile and Internet Services in Ubiquitous Computing . IMIS 2017. Advances in Intelligent Systems and Computing, vol 612. Springer, Cham. https://doi.org/10.1007/978-3-319-61542-4_72

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  • DOI: https://doi.org/10.1007/978-3-319-61542-4_72

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-61541-7

  • Online ISBN: 978-3-319-61542-4

  • eBook Packages: EngineeringEngineering (R0)

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