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The Influence of Sponsor-Event Congruence in Sponsorship of Music Festivals

South East Asian Journal of Management

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Field Value
 
Title The Influence of Sponsor-Event Congruence in Sponsorship of Music Festivals
 
Creator Penny Hutabarat; Universitas Indonesia
Gita Gayatri; Universiti Malaya
 
Subject Marketing
 
Description 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 success of marketing communication programs, particularly 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.
 
Publisher Department of Management, Faculty of Economics and Business, Universitas Indonesia
 
Contributor —
 
Date 2014-05-05
 
Type Peer-reviewed Article
 
Format application/pdf
 
Identifier http://journal.ui.ac.id/index.php/tseajm/article/view/3101
 
Source The South East Asian Journal of Management; Vol 8, No 1 (2014): April 2014
 
Language en
 
Coverage South East Asia
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