Artikel Jurnal :: Kembali

Artikel Jurnal :: Kembali

The influence of sponsor-event congruence in sponsorship of music festivals

by Penny Hutabarat, Gita Gayatri (Universitas Indonesia, 2014)

 Abstrak

This paper focuses the research on the Influence of Sponsor-Event Congruence toward Brand Image, Attitudes toward the Brand and Purchase Intention. Having reviewed the literatures and arranged the hypotheses, the data has been gathered by distributing the questionnaire to 155 audiences at the Java Jazz Music Festival, firstly with convenience sampling and then snowballing sampling approach. The analysis of data was executed with Structural Equation Modeling (SEM).
The result shows the sponsor-event congruence variable has a positive impact toward brand image and attitudes toward the brand sponsor. Brand Image also has a positive impact toward purchase intention; in contrary attitudes toward the brand do not have a positive purchase intention. With those results, to increase the sponsorship effectiveness, the role of congruency is very significant in the sponsorship event. Congruency is a key influencer to trigger the sponsorship effectiveness.
Congruency between the event and the sponsor is able to boost up the brand image and bring out favorable attitudes towards the brand for the successful of marketing communication program, particularly for sponsorship. In addition to it, image transfer gets higher due to the congruency existence (fit) between sponsor and event and directs the intention creation to buy sponsor brand product/service (purchase intention). In conclusion, sponsor-event congruence has effect on consumer responds toward sponsorship, either on the cognitive level, affective and also behavior.

 Metadata

Jenis Koleksi : Artikel Jurnal
No. Panggil : AJ-Pdf
Entri utama-Nama orang :
Entri tambahan-Nama orang :
Subjek :
Penerbitan : Depok: Universitas Indonesia, 2014
Sumber Pengatalogan : LibUI eng rda
ISSN : 23556641
Majalah/Jurnal : The South East Asian Journal of Management
Volume : Vol 8, No 1 April 2014 47-64
Tipe Konten : text
Tipe Media : computer
Tipe Carrier : online resource
Akses Elektronik : http://journal.ui.ac.id/index.php/tseajm/article/viewFile/3101/2432
Institusi Pemilik : Universitas Indonesia
Lokasi :
  • Ketersediaan
  • Ulasan
  • Sampul
No. Panggil No. Barkod Ketersediaan
AJ-Pdf 03-20-211831915 TERSEDIA
Ulasan:
Tidak ada ulasan pada koleksi ini: 20447795
Cover