publication . Part of book or chapter of book . 2016

Corporate sports sponsorship: Exploring the relationships between consumer perception, consumer response and sponsor’s brand reputation – evidence from Malaysia

Hambali, A; Nguyen, B; Ismail, N; Syed Alwi, SF;
Open Access English
  • Published: 01 Jan 2016
  • Publisher: Palgrave
  • Country: United Kingdom
Abstract
Corporate organisations view sponsorships, particularly in sporting events, as increasingly important in marketing, branding and reputation building. This chapter explores: (1) the relationship between a multidimensional measure of consumer perception of sports sponsorship, (2) consumers’ response towards sponsorships, and; (3) the reputation of sponsors among Malaysian consumers. A survey was undertaken to assess the general view of sponsorships from the local sponsorship audiences. Findings revealed that the general attitude towards sponsors and perceived sincerity of the sponsor were important factors for reputation building by corporations that use sponsorsh...
Subjects
free text keywords: Corporate sports sponsorship, Sponsor, brand reputation, consumer behaviour, Malaysia
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