Impact of event sponsorship in purchasing behavior of consumers: A Comparative Study in the Local Conglomerate Companies of Bangladesh

Abstract

With the expansion of globalization in the business era, now most of the organizations tend to sponsor in many events to get the exposure of maximum number of customers. This Article examines the effects of event sponsorship and the factors that influence the purchasing behavior of the customers. A model has been developed to examine linkages among perceived quality, relationship quality, product event congruence and brand attitude with impact of event sponsorship in the purchasing behavior of the consumers. The statistical analysis revealed that the product or service quality and event resemblance of the sponsors have almost similar impact on improving the brand attitude but perceived quality showing insignificant effects on the outcome of purchasing behavior. Hence it is sufficing to say that with positive brand attitude creates a good impact in purchase decision of consumers. The study may provide a roadmap for the sponsors to understand how sponsorship actually works to influence in the purchase behavior of the customers. The findings suggest that relationship quality and product-event congruence has more influence on increased brand attitude than perceived quality. But other four variables also have positive impact on the purchasing behavior of consumers. A total of 262 responses collected for data analysis. Keywords: Perceived quality, relationship quality, product-event congruence, brand attitude, Purchase behavior.