Influence of Vivo Mobile Brand Sponsorship of Sports Events on Consumer Purchase Intention

Abstract

Effective sports sponsorship necessitates consideration of multiple factors. Previous scholars have primarily focused on the brand assets of sponsors and enhancing the reputation that sponsoring brings to businesses. There has been limited exploration from the perspective of sports events in terms of brand assets and the direct impact of these assets on sponsor audience purchase intention. This research aimed to analyze the influences of VIVO mobile brand sponsorship, including brand assets, brand fit, and audience engagement of sports events, on consumer purchase intention—the research framework laid on the Stimulus-Organism-Response model. The sample size was 400 audiences attending the 22nd FIFA World Cup in Guangzhou, China. Statistics used to analyze data were descriptive statistics, including Frequency, Percentage, Mean, and Standard Deviation, and inferential statistics, including Independent Samples t-test, One-way ANOVA, LSD, Simple Linear Regression, and Multiple Linear Regression at the statistical significance level of 0.05. The results found that most respondents were male, married, aged 25-35 years old, at an educational level high school or vocational school, had a monthly income of 5,000 - 10,000 yuan, and were company employees. The hypothesis results found that age and occupation affect consumer purchase intention. Event brand assets, including brand image and awareness, positively correlate with consumer purchase intention, with multiple correlations (R) = .566. The ability to predict the analytical equation is 31.70 %. Accordingly, brand fit and Audience engagement influenced consumer purchase intention with correlation (R) = 0.485 and 0.469.