Measuring Attitudes Toward Sponsor And Purchase Intention

This study was conducted to investigate the impact of exposure sponsored events, involvement with and sponsor-event congruence on attitudes toward sponsor purchase intention. The paper first reviews existing literature then develops related hypotheses achieve its objectives. combined both qualitative quantitative research methods. It by surveying 293 participants followers Vietnamese Rap 2020—an event Pepsico. Structural equation modeling (SEM) used test proposed hypotheses. results indicated that had a significantly positive effect sponsor. Furthermore, event, congruence, Based study’s empirical findings, some suggestions are provided help enterprises improve effectiveness sponsorship activities.