تقييم فعالية الرعاية الرياضية بين عشاق الفريق الوطني الجزائري لكرة القدم

Abstract EN

This research examined the impact of sports sponsorship events on the purchase intent of Customer.

Therefore, intention to purchase a sponsoring brand is treated as a dependent variable and brand awareness, brand image and attitude towards the event are independent variables.

Then, a model is developed and tested that examines the effect of these constructs on purchase intention.

The model is tested with data from 200 Fans of the Algerian national team.

The data are tested using STATISTICA.06 structural equation modeling.

Results report that brand awareness, brand image and attitude toward the sponsor was important drivers of purchase intention.

Additionally, the tested model provides an instrument for measuring sponsorship effectiveness.

This paper concludes with some reasons for the findings, implications of research, and futur areas for research.