Relationships Between Attitude, Corporate Image, and Purchase Intention in Sponsorship Events
Saleh, Mahmoud . 2019
This paper focuses on studying the associations of event attitude and brand attitude with corporate social responsibility image, corporate brand image, and purchase intention of sponsored brands in Saudi Arabia. The convenience sample of the study consisted of 360 consumers who responded to the data collection instrument. Multiple regression was used to test the study hypotheses. The findings of the study showed that event attitude and brand attitude positively and directly influenced the purchase intention of the sponsored brands. Furthermore, event attitude and brand attitude positively impacted the corporate social responsibility image and the corporate brand image. It was also found that corporate social responsibility image and corporate brand image demonstrated a positive impact on the purchase intention of sponsored brands
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