أثر توافق الراعي مع الحدث و الموقف تجاه العلامة التجارية على صورة العلامة و نية الشراء للمستهلك : دراسة ميدانية لمستهلكين محتملين لكوندور

Abstract EN

Business companies look sponsorship opportunities to actualize their general marketing objectives, given that Sponsorship has definitely become one of the highest growing global marketing practices; the purpose of this research was to examine the effect of sponsor-event congruence and attitude towards brand on the brand image and consumer buying intent of sponsor's product.

The result out found that there is a direct and positive impact of each of sponsor-event congruence and attitude towards the brand on the brand's image and consumer's purchase intent, in addition to a direct and positive impact of the brand's image among the sports audience on the buying intent