How the Congruence Between Brand and Event Influence Sport Consumer Behavioral Intentions

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Author(s): Megha Goyal (Chitkara University, India)
Copyright: 2025
Pages: 20
Source title: Internationalization of Sport Events Through Branding Opportunities
Source Author(s)/Editor(s): Jaskirat Singh Rai (Chitkara Business School, Chitkara University, India), Maher N. Itani (College of Business Administration, Ajman University, UAE)and Amandeep Singh (Chitkara Business School, Chitkara University, India)
DOI: 10.4018/979-8-3693-4038-7.ch013

Keywords: Business & Management / Business Science Reference / Global Business / Marketing and Consumer Behavior

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Abstract

These days, corporate organizations are utilizing sports sponsorship as a strategy to not only raise the brand recognition of their products but also to target the clients they are trying to reach. National and multi-national corporations are sponsoring sporting events and other events for the purpose of promoting their products. These corporations are also making use of the positive image of the event in order to boost the brand recall and brand image of their products and the firm. The structural equation modelling method was utilized in this investigation to determine the nature of the connection that exists between the Punjab kings team sponsor Dream 11, and the cricket competition known as the Indian Premier League (IPL). For the purpose of determining the degree of brand-event congruity that exists between the event and the sponsor, the study utilized the variables named sponsor familiarity and event involvement. In addition, the study attempted to determine the influence that brand-event congruity had on the perspectives of consumers with regard to the sponsor's brand as well as their intents to make a purchase. The results of the study, which were obtained with the assistance of the structural equation modelling technique, revealed that the familiarity of the sponsor and the involvement of the sponsor in the event have a positive impact on the congruity between the brand and the event, and that the congruity between the brand and the event has a positive impact on the consumer's attitude towards the sponsor's brand. However, the positive brand opinion of the consumer does not influence the consumer's intention to make a purchase.

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How the Congruence Between Brand and Event Influence Sport Consumer Behavioral Intentions

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