Sponsorship variables that impact intention to purchase sponsor products : the case of the Morocco tennis tour 2012

مقدم أطروحة جامعية

al-Ouazzani, Zaynab

مشرف أطروحة جامعية

Bachleda, Catherine Louise

الجامعة

جامعة الأخوين

الكلية

كلية إدارة الأعمال

دولة الجامعة

المغرب

الدرجة العلمية

ماجستير

الملخص الإنجليزي

The purpose of the present study is to examine the impact of sports events sponsorship on purchase intention.

The specific objective of the research is to evaluate the effect of consumer involvement in sports, corporate image of the sponsor and brand awareness on future purchase intention of the sponsor’s products or services.

The first section of the research cites the importance the topic and its added value to both practitioners and academics.

The objectives and the research question are mentioned in the same section.

The second section focuses on literature review regarding the domain of sponsorship, and it shows that there was no previous study done within the Moroccan context; and that is the gap that this research seeks to fill.

The third section describes the conceptual framework, the hypotheses as well as the model of the research.

The methodology is included in the fourth section, discussing the data collection method, data analysis and results.

Finally, the research closes with a last section dedicated to a discussion of the results, as well as the managerial implications and limitations of the study.

التخصصات الرئيسية

إدارة الأعمال

عدد الصفحات

34

قائمة المحتويات

• APA
• MLA
• AMA

لغة النص

الإنجليزية

نوع البيانات

رسائل جامعية

رقم السجل

BIM-627512