Sponsorship variables that impact intention to purchase sponsor products : the case of the Morocco tennis tour 2012
Dissertant
Thesis advisor
University
Al Akhawayn University
Faculty
The School of Business Administration
University Country
Morocco
Degree
Master
English Abstract
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.
Main Subjects
No. of Pages
34
Table of Contents
Table of contents.
Abstract.
Chapter One : Introduction.
Chapter Two : Literature review.
Chapter Three : Research framework.
Chapter Four : Research methodology.
Chapter Five : Discussion and conclusion.
References.
American Psychological Association (APA)
al-Ouazzani, Zaynab. Sponsorship variables that impact intention to purchase sponsor products : the case of the Morocco tennis tour 2012. (Master's theses Theses and Dissertations Master). Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-627512
Modern Language Association (MLA)
al-Ouazzani, Zaynab. Sponsorship variables that impact intention to purchase sponsor products : the case of the Morocco tennis tour 2012. (Master's theses Theses and Dissertations Master). Al Akhawayn University.
https://search.emarefa.net/detail/BIM-627512
American Medical Association (AMA)
al-Ouazzani, Zaynab. Sponsorship variables that impact intention to purchase sponsor products : the case of the Morocco tennis tour 2012. (Master's theses Theses and Dissertations Master). Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-627512
Language
English
Data Type
Arab Theses
Record ID
BIM-627512
