The Effect of Sponsor-Event Congruence on Sponsor Credibility, Attitude toward the Sponsor, and Purchase Intention: A Study of Implora Brand
نویسندگان
چکیده
Aims: This research was conducted to find out the effect of sponsorship on one biggest beauty events in Indonesia, namely Jakarta x Beauty 2022 through sponsor-event congruence, sponsor credibility, and attitudes towards purchase intention a local brand, Implora.
 Study Design: Cross-Sectional Descriptive Quantitative Research with non-probability sampling technique.
 Place Duration Study: The population consisted Indonesians who had visited event held by Female Daily Network. samples used as respondents participated this study were women men minimum age 17 years like pay attention appearance, know about Network, program, attend event, brand called Implora, Implora is at has never purchased products from Methodology: There are three hypotheses tested structural equation model (SEM) method total sample 112 respondents.
 Results: In study, it proven that event-sponsor congruence positive influence credibility. Furthermore, credibility attitude toward sponsor, well intentions which positively influenced sponsor.
 Conclusion: can be considered conducting future, contributing further similar so obtain maximum result.
منابع مشابه
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ژورنال
عنوان ژورنال: Journal of economics, management and trade
سال: 2023
ISSN: ['2456-9216']
DOI: https://doi.org/10.9734/jemt/2023/v29i71100