Factors that influence the brand image transfer process in event sponsorship
Abstract
This research is conducted in order to develop a model to identify factors and sub- factors, which affect to brand image transfer process through event sponsorship – a case
of Clear brand and Vietnam idol 2012 among International University students. The thesis also studied the important level of these factors and sub-factors under Vietnam idol viewers’ evaluation.
The research has been conducted from July 2012 to Jan 2013 in International University. The reviewing of literature, related theories and former researches proposes different model of image transfer process. However, model of image creation and image transfer in event sponsorship, Gwinner(1997:148) with four main factors is used for discussion in the preliminary individual depth interviews with respondents.
After the interviews, many sub-factors are added into four main factors in order to
be more details to apply into questionnaire design in data collecting stage.
The answers from 180 respondents (200 surveys but 180 qualified ones) were analyzed by SPSS software and the final results come up with 3 main factors of image transfer process that have positive relationship with Vietnam idol viewers’ evaluation. The three factors are Level of sponsorship, Event frequency and Product involvement.
Although there are limitations of this study, this study is proposed with some practical implications and recommendations in order to enhance image transfer process as well as Vietnam idol viewers’ evaluation.